The founding team - Chris, Cemal, Richard and Martin - are all fathers who have worked together for a long time. We were becoming increasingly concerned about climate change and wanted to do something about it rather than stand by and be powerless. Between us we have eight children and want to do all we can to make the world a better place in the future. When thinking about what to do, we were inspired by the quote “A society grows great when old men plant trees whose shade they know they shall never sit in”. Now while we’re not that old, and clearly it’s great when anybody plants a tree, the sentiment really struck a chord with us.
Cutting down a tree that has been growing for a couple of decades just to make toilet paper seems like the very definition of insanity, especially when we have enough paper in the current system (office paper, newspaper and magazines) to recycle into a great and highly sustainable alternative.
Armed with this knowledge about the world’s serious issues, we created Serious Tissues - a toilet paper brand with a commitment to plant a tree for every roll we sell. We launched in April 2020 with our profits initially going to the NHS Charities Together Foundation to help with the Covid-19 pandemic, before turning our focus back to trees in late 2020. In the first six months we’ve planted over 150,000 trees - a great start in creating that ‘shade’ for future generations that was our aim at the outset. And this is just the start.
Serious Tissues are manufactured just outside Manchester. By producing in the UK we’re also able to reduce the carbon footprint of our toilet paper. Our loo roll is made from 100% recycled paper and without any unnecessary chemicals (dyes, perfumes, etc.)
Serious Tissues are made from 100% recycled paper - no trees are harmed in the making of this product. We use recycled paper - from newspapers, cereal boxes, etc. - instead of bamboo because the carbon footprint is smaller and we don’t have to ship the bamboo from China. We’re produced in the UK.
We strongly believe that trees should not be a one-time use product, by making Serious Tissues from recycled post-consumer use paper we ensure that the trees that have been cut down have a more valuable use that just being used once. This helps reduce the millions of trees being cut down to make loo-roll every year and we also help with reforestation, so we save trees and plant trees.
While bamboo is a sustainable solution it has a significant carbon footprint related to the shipping process and there is not enough information about the impact that using bamboo creates in the local ecosystems and finally by using bamboo you are still cutting down one of the trees that helps capture a significant amount of carbon emissions...so why not leverage that on bamboo and use local resources the best way possible.
Serious Tissues are made from UK post consumer use recycled paper.
Post-consumer recycled paper embodies the circular economy. It’s manufactured from recycled products that have served a purpose for end-users, then sold on the market where it again serves a useful purpose, and then can be recycled again. It goes to market and back in a sustainable manner. It is fed by the recycling bins people fill with waste paper, such as magazines, newspapers, promotional materials, packaging, boxes and office documents.
Serious Tissues is partnered with different associations, helping run tree planting projects all around the world. Our partners work with local communities, providing work for those who need it. Currently, the trees are being planted in the UK, Nepal, Indonesia, Madagascar, Mozambique, Kenya, Ethiopia, Haiti & Central America.
With the help of our expert partners we plant native species, helping restore ecosystems and protecting them for the future. Our tree planting experts and the local communities work to look after the trees planted so they survive and continue to have a benefit for the global and local community now and in the future.
Trees capture carbon from the atmosphere and lock it away for as long as that tree is in the ground. Recent academic research has shown that a global tree planting programme has the potential to remove one quarter of all emissions created by human activities. (Science Magazine, 2019). Reforestation also helps in many other ways including restoration of ecosystems for wildlife, reducing erosion, capturing water in the soil to fight drought and desertification. It also has benefits in local communities by providing employment, keeping children in education longer, acting as a source of food and reducing climate migration because previously hard to inhabit areas become more stable.
Our toilet rolls are packed as simply and ecologically as possible. We don’t use plastic or any unnecessary individual packaging. Your toilet roll will even be delivered in a fully recycled cardboard box.
Each Serious Tissues roll is made from 280 sheets of 3ply paper. Each sheet is 105 x 115mm. The average roll you buy in a supermarket has only 150-200 sheets so Serious Tissues represents better value.
Our loo roll is made of 100% recycled paper without the use of any unnecessary chemicals (dyes, perfumes, etc.). Since it's made from recycled paper we do need to use a solution to decolourise the paper.
No. We use a non-chlorine based reducing agent to decolourise the paper. No chlorine or peroxide bleach or any other chemical is used in our deinking process.
Serious Tissues are not white, they are a little off-white and the color may vary from one roll to another since they are made from 100% recycled paper.
Our loo roll is vegan.
Being carbon neutral means that every purchase of Serious Tissues you make results in no net release of carbon dioxide into the atmosphere and therefore makes no negative contribution to climate change. Serious Tissues has extremely low carbon emissions and these are all offset to ensure carbon neutrality. We are actively looking for ways to reduce carbon emissions across our business, and we have started by calculating the actual emissions for every roll produced until it reaches the end consumer’s house. We understand that it may be that the toilet rolls are never emission free but we aspire to come as close to zero as possible.
With the help of a third-party organisation we undertook a full business carbon footprint calculation for Serious Tissues scope 1, scope 2, and significant scope 3 emissions as per the GHG Protocol and offset with standards laid out in the PAS2060 (the internationally renowned standard for achieving carbon neutrality). The emissions for every roll is 388 gCO2e (significantly lower than competing brands - mostly because Serious Tissues are UK made and manufactured) and we have set out a strategy to reduce this further. We offset the unavoidable emissions to reach carbon neutrality. Our substantial tree planting programme is in addition to our carbon neutrality and did not factor into the calculation.
Each brand and product are different. In terms of product the easiest comparison is per sheet, Serious Tissues are 3-ply and 280 sheets per roll. Most supermarket rolls are 2-ply and 150-200 sheets. Taking that into consideration Serious Tissues is better value as well as more environmentally friendly and plastic free. Plus we plant one tree for every roll purchased.
We are always looking for new products and options to offer to the Serious Tissues family, sign up to our mailing list to stay updated on our latest product introductions.
We are working hard to add kitchen roll to our portfolio, unfortunately it’s not available at the moment.
Yes, you can cancel, pause or skip a delivery at any time. Just log in to your account and click “manage subscription”.