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11 February, 2010

The cashmere collection that’s top for bottoms

Waitrose launches toilet tissue with cashmere


According to recent economic figures the recession has bottomed out, but the experts still agree that we’re not out of the woods yet. In times of economic hardship it’s the little luxuries that put a smile on your face so with this in mind, Waitrose has launched a unique toilet tissue with cashmere extracts! The super soft cashmere loo roll is part of a new range, which includes jojoba (also unique to Waitrose) and aloe vera, all rolling into branches this month.

For many years, cashmere has had an exclusive aura surrounding it. Fashion retailers today in London’s swanky Burlington Arcade sell beautiful cashmere sweaters for £300 and even a pair of gloves a pricey £70, so this innovative new product makes cashmere affordable, but none the less exclusive.

Carla Smith buyer for Waitrose comments, “Cashmere provides that stamp of quality to any fashion garment from a designer suit to the finest luxury knitwear. It’s indulgent, it’s stylish and it’s helping provide that extra softness to our new premium bathroom tissue collection.”

The science behind the new range is simple but effective and designed to deliver the most luxurious bathroom tissue yet. During the manufacturing process each sheet is enriched with a moisturising lotion with either extracts of cashmere, jojoba or aloe vera for ultimate softness.

The unique Jojoba boasts the additional innovation of having a scented core, providing a refreshing aroma to the bathroom.

Rolling into branches now and retailing at £2.29 for a pack of four and £4.79 for a pack of nine this is the perfect way to enjoy cashmere without breaking the bank.

Notes to Editors

Waitrose Quilted Bathroom Tissue enriched with extracts of Cashmere £2.29 for a four pack / £4.79 for a 9 pack

Waitrose Bathroom Tissue enriched with extracts of Aloe Vera £2.29 for a four pack / £4.79 for a 9 pack

Waitrose Bathroom Tissue enriched with extracts of Jojoba £2.29 for a four pack / £4.79 for a 9 pack

For more information contact:

Karla Graves
Communications Manager, Consumer
t:01344 82 5204
f:01344 82 5211
e: karla_graves@waitrose.co.uk