Waitrose has reversed its decision to shrink its loo roll following a revolt from customers.
Hundreds of shoppers reacted with dismay in June after The Telegraph initially revealed the supermarket had reduced the number of sheets in a roll of its Essential Waitrose bathroom tissue from 240 to 190.
The shorter rolls were also made with material that customers claimed was thinner. Although the price of the lavatory paper was lowered from £5 to £4, Waitrose’s website was bombarded with more than 500 one-star reviews.
Among the one-star reviews, was one which said: ‘Terrible change to a long time favourite.’
Another unhappy customer added: ‘Cheap replacement for a previous quality product.’
And a third wrote: ‘Completely different product now.’
In a similar vein, a fourth added: ‘Loved the old ones! The new ones aren’t good value.’
And a fifth noted: ‘Product changed for the worst.’
TikTok user Alex Rushton from Walton-on-Thames was among those who complained, taking to TikTok to comment on the changing size of Waitrose’s toilet roll
The supermarket was also criticised on social media, with a customer hitting out at the store after noticing the brand’s toilet rolls has reduced.
Taking to TikTok last December, novelist Alex Rushton from Walton-on-Thames shared images of the supermarket’s nine-pack of ‘ultra soft bathroom tissue’ from six months ago next to one bought recently.
‘The rolls on the left I purchased six months ago, the ones on the right yesterday,’ Alex wrote on TikTok.
Outraged customers took to the comment section to share their thoughts, with some alleging that the quality of the rolls is also different.
One said: ‘Omg yes, my mum use to buy them all the time and has recently stopped. The quality is also different!’
‘I got a refund and won’t buy them again as paper quality is also inferior,’ a second added
Now six months after the original furore, the store, owned by the John Lewis group, said it has heard the feedback of its customers and has decided to reintroduce the old ‘much loved’ paper at its original price.
According to a statement sent to FEMAIL from Waitrose: ‘To help offer customers lower prices, the supermarket changed the formula of its Essentials toilet rolls in June – bringing the size in line with competitors. 100 per cent of the cost savings were passed on to customers, with the shelf-price dropping by around 20 per cent.’
In a side by side comparison, the rolls were visibly significantly smaller than previously. Now Waitrose is bringing back its old-style rolls
It added: ‘Following feedback though, Waitrose is reintroducing the old style rolls, which are set to return to shelves from late January. The rolls will use the much-loved original formula, and be on sale for their original price, but under the Waitrose and Partners brand.
‘The rolls will be available in packs of nine for £5.00, working out as little as 56p per roll. The new lines are supported by in-store signage to alert customers of their return, as they will feature new packing.’
The updated Essentials toilet rolls remain on sale, and will be priced from 39p a roll (£9.25 for a pack of 24).
It comes as the chain fights to win back the middle classes.
Rivals Marks and Spencer overtook the chain’s sales for the first time in its history in the four weeks up to Nov 3, according to data collected by Kantar.
The reintroduction of its loo roll, comes in the same week it brought back free coffee for loyalty scheme members even if they haven’t bought anything in the supermarket.
The freebie was introduced in 2013 but in recent years customers had to make a purchase to access the perk.
After changing its Essential Bathroom Tissue, the supermarket received a slew of one-star reviews
But this week, MyWaitrose members were told from Jan 27 they would be able to get one complimentary hot drink a day with no purchase needed so long as they bring a reusable cup.
Jack Hammersley, a buyer for Waitrose, said: ‘With the rising cost of living, we know there’s a demand for a lower-priced product, but I’ll admit the response to the changes left us feeling flushed.
‘We’re grateful for everyone’s feedback: it was heard loud and clear and our original rolls are back on shelves. Same price, same formula, slightly fancier packaging.’ Christopher Baglee, who first wrote to The Telegraph in June, said he was delighted by the change.
‘I applaud the Waitrose management for taking notice of their customers…
‘So often consumer products manufacturers operate a shrinkflation policy and ignore their customers’ annoyance, hoping they will get used to it.’