SUPERMARKET chain Aldi has made a major change to its loo rolls to help save the lives of millions of shoppers.
Dame Deborah James recently urged all supermarkets to display signs of bowel cancer on toilet rolls.
Now Aldi has also joined forces with Bowel Cancer UK to help raise awareness of the illness.
Packs of the supermarket’s own brand products will now include the signs and symptoms of the disease.
Customers will also be able to scan a QR code to find out more about the #GetOnARoll campaign.
M&S kicked things off when one of its employees, Cara Hoofe, came up with the idea, having been diagnosed with stage 4 bowel cancer in 2016 at 32-years-old.
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Read more on Deborah James
She was inspired to put forward the idea by Dame Debs after seeing all the work she has done to raise awareness.
Deb said she would be going after each supermarket in a mission to get their own-brand bog roll revamped.
Yesterday it was also revealed that Andrex has also committed to the campaign.
It came after Dame Debs said she was “bored of puppies” on loo roll – the key feature of Andrex’s marketing.
So, from September, an initial 29 million packs of one of the UK’s best-selling toilet roll, Andrex Classic Clean, will feature a QR code.
It’s not yet clear when the new packaging will be rolled out across Aldi.
Upon scanning it on their phone, consumers will be redirected to Bowel Cancer UK’s symptoms information.
Managing director of buying at Aldi, Julie Ashfield said: “It’s shocking to learn that almost half of all adults in the UK cannot name a single symptom of bowel cancer.
“When we heard how powerful it could be to simply print the signs and symptoms on loo roll packaging – so they are there when people most need to see them – we were really keen to get involved.
“Spotting signs early is so important, so anything we can do to raise awareness of what people should look out for, and signpost them to Bowel Cancer UK to find out more, is crucial.
“We’re delighted to be the first retailer to announce we’re getting on board since the launch of the #GetOnARoll campaign and we’re calling on all other retailers and loo roll brands to follow suit.”
- To pre-order Deborah’s book visit Amazon
- Her t-shirt is available through In the Style in sizes 6-28
- The Dame Deborah James rose, Bare Root, is available at World of Roses
