Reduce, Re-use But Still Confused

Research has shown that although 95 per cent of Brits say that recycling is important, 7 in 10 of us are still not sure which household items are recyclable or not. 

Cushelle, makers of irresistibly soft toilet tissue, is helping shoppers do their bit for their environment, first by conducting the research which found 86 per cent of us think councils should be clearer about what can or can’t be recycled. Then they decided to launch a new Double Roll toilet tissue – using packaging made from 85 per cent recycled and renewable materials! 

The survey of 2,000 adults in the UK, found that almost three quarters of us find the recycling symbols on product packaging to be confusing, with 36 per cent admitting they don’t even know what the symbols mean. 

To dive deeper into the nation’s confusion around recycling, Cushelle teamed up with TV presenter Ben Fogle, to challenge an ordinary family on their recycling habits. Taking part in a 24-hour filmed ‘bin-cam’ experiment – the Corrodus family from Bromley Kent, much like the rest of the country, were baffled about an array of household items. The puzzling items included everything from toilet tissue packaging and sun cream pumps, to certain types of milk cartons.  After a promising start to the challenge, the family discovered that 96 per cent of the items thrown away in their regular bin, could have in fact, been recycled!  

Ben Fogle said: Doing your bit to reduce your waste levels is admirable, but if most of us are not sure about the recycling rules, then how much of a difference are we actually making? It’s not surprising that the Corrodus family were unsure about so many items – every single council in the UK has their own set of unique rules, which is why it’s absolutely imperative that we all do our own research!

Even though 87 per cent of us have recycling bins at home, a fifth of Brits admitted to having a lackadaisical approach to recycling – with items in the bathroom being the least likely to make it to the recycling bin. In addition to this, 45 per cent have knowingly put recyclables in the general waste bin because they couldn’t be bothered to rinse off specific items – showing as a nation, we still have some work to do! 

Cushelle is helping families reduce their waste levels by launching a new Double Roll and conducting this recycling research, but it’s crucial that we all do our own bit as individuals to really make a difference. 

Specifically designed to help shoppers become more sustainable, the new Double Roll uses twice as many sheets as before and new packaging made from 85 per cent recycled and renewable materials, the new toilet tissue innovation means 61 less lorries on the road and three tonnes less plastic used in production, resulting in an overall carbon footprint reduction of -2 per cent!




By introducing Cushelle Double Rolls in 85 per cent Recycled and Renewable Packaging the brand has:
-Reduced its carbon footprint by -2 per cent
-61 less lorries on the road
-Saved 3.1 tonnes of plastic
-The new Double Roll toilet tissue is 2-ply. With twice as many sheets as the Cushelle standard roll, the irresistibly cushiony soft Cushelle Double Roll lasts even longer so you won’t have to change the roll as often
-Average 360 sheets per roll



  • Visit your local council website and search for ‘bins and waste’ to find out what is and isn’t recyclable in your area
  • Print the council guidelines and out them near the bin for the whole family to see
  • Check out your local supermarkets and click here to find out where your nearest recycling centres are, as they are able to deal with items that can’t be collected by your council
  • Keep a small recycling bin in your bathroom to ensure recyclable items aren’t just thrown away. Consider separate bins for these too



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