About Andrex
Andrex: Britain's Best-Loved Toilet Roll Since 1942 Introduction to Andrex Andrex stands as Britain's undisputed toilet tissue leader, holding over 30% market share and maintaining the number one position since 1961. From its origins at St Andrew's Mill in Walthamstow to becoming a Royal Warrant holder and cultural icon through the beloved Andrex Puppy, this British brand has been a bathroom essential for over 80 years. The Labrador Retriever puppy that has appeared in over 130 television advertisements since 1972 is one of Britain's most recognisable advertising symbols, helping establish Andrex as not just a product but a trusted household name that spans generations. At Grocefully, we help you compare Andrex prices across UK supermarkets, ensuring you can stock your bathroom cupboard with the nation's favourite toilet roll at the best available prices. Whether you prefer Classic Clean, Gentle Clean, or the Ultimate Fresh range, price comparison helps you find better value on this essential purchase. The Andrex Story: From St Andrew's Mill to Market Leadership Andrex's history reflects both British manufacturing heritage and marketing innovation. Wartime Origins The Andrex name derives from St Andrew's Mill in Walthamstow, London, where the toilet tissue was first manufactured in 1942. Originally called "Androll," the product was renamed Andrex — combining "Andrew's" with "textile" to create the brand name that would become synonymous with quality toilet paper in Britain. The wartime launch meant Andrex entered a market where basic necessities were valued. Quality and reliability mattered in an era of rationing and scarcity, establishing principles that would define the brand for decades. Corporate Evolution Andrex's ownership has evolved through British and American paper industry consolidation: 1955: St Andrew's Mill was acquired by Bowater Paper Corporation, integrating Andrex into a larger international paper company. 1956: Bowater formed the Bowater-Scott Corporation as a joint venture with Scott Paper Company of Philadelphia, specialising in tissue products. 1986: Bowater sold Bowater-Scott to Scott Paper, placing Andrex under full American ownership. 1995: Kimberly-Clark purchased Scott Paper, bringing Andrex into one of the world's largest personal care companies alongside Kleenex, Kotex, and Huggies. Today, Andrex operates under Kimberly-Clark, benefiting from global resources whilst maintaining its distinctly British identity and market focus. Market Leadership Achieved By 1961, Andrex achieved market leadership in British toilet tissue — a position it has maintained ever since. Over six decades of continuous market leadership demonstrates consistent product quality and effective brand building. Currently claiming over 30% market share, Andrex remains the default choice for millions of British households. This dominance reflects genuine consumer preference built through quality products and memorable marketing. Royal Recognition The Queen granted Andrex a Royal Warrant in 1978, recognising the brand as a regular supplier of toilet tissue to the Royal Households. This mark of quality endorsement reinforced Andrex's premium positioning and trustworthiness. The Andrex Puppy: Britain's Most Famous Advertising Icon The Andrex Puppy represents one of British advertising's greatest success stories. The Accidental Icon In 1972, Bowater-Scott developed a television advertisement featuring a little girl trailing a roll of Andrex to demonstrate the product's length and softness. However, regulators blocked the commercial, fearing it would encourage wastefulness among children. Marketing Director Raymond Dinkin replaced the girl with a Labrador Retriever puppy — a decision that would transform Andrex's brand identity. The playful puppy trailing toilet roll became one of the country's most beloved and recognised advertising images. Five Decades of Puppies Since 1972, there have been over 130 different Andrex Puppy advertisements featuring various puppies. The campaign's longevity — spanning over 50 years — demonstrates how the puppy became more than advertising; it became part of British culture. The soft, cuddly Labrador puppy perfectly communicated product attributes: softness, gentleness, and reliability. Without directly describing toilet paper qualities, the puppy conveyed everything consumers needed to know. Marketing Impact The puppy campaign drove remarkable commercial success. By 1979, Andrex's market share had increased from 23% to 30%. The puppy provided "an instant cue for the brand" that required no explanation — consumers immediately recognised Andrex from a glimpse of a golden Labrador. Few British advertising campaigns have achieved such sustained success. The Andrex Puppy joins a select group of advertising icons (the Dulux dog, the PG Tips chimps) that transcended advertising to become cultural touchstones. The Andrex Product Range Modern Andrex offers products beyond traditional toilet roll. Toilet Paper Rolls Core toilet paper products in various specifications: Andrex Classic: The standard Andrex toilet roll that established the brand Andrex Gentle Clean (Family Soft): Soft toilet tissue gentle on family skin, FSC certified Andrex Supreme Quilts: Premium quilted paper for enhanced comfort Andrex Ultimate Quilts: Features Air Pocket Technology for soft, thick sheets Andrex Extra Soft: Enhanced softness for sensitive users Natural versions: Unbleached options responding to environmental concerns Products come in various pack sizes from 4-roll packs to 45-roll bulk formats, suiting different household needs and storage capacities. Hygiene Wipes (Washlets) Moist toilet tissue for enhanced cleaning: Classic Clean Washlets: Lightly moistened toilet tissue with micellar water and cotton fresh fragrance. Safe to flush, having passed international INDA/EDANA flushability standards and the UK "Fine to Flush" standard. Biodegradable and 100% plastic-free. Ultimate Fresh Hygiene Wipes: Innovative odour control technology providing confident clean and long-lasting freshness — up to 4 hours between bathroom visits. Plastic-free basesheet. Fresh and Sensitive Hygiene Wipes: Hypoallergenic and fragrance-free for sensitive skin. Flushable moist toilet tissue. Fresh and Soothe Hygiene Wipes: Contains Aloe Vera and Prebiotic Lotion. Biodegradable and plastic-free. Washlets are designed to complement regular toilet roll, providing the hygiene benefits of moist cleaning with the environmental responsibility of flushable, biodegradable materials. Quality and Sustainability Features Understanding Andrex's product approach explains consumer trust. FSC Certification Andrex toilet paper carries FSC (Forest Stewardship Council) certification, ensuring paper comes from responsibly managed forests. This certification addresses environmental concerns about toilet paper production and deforestation. Flushability Standards Andrex Washlets meet rigorous flushability standards: International INDA/EDANA flushability standards UK "Fine to Flush" certification These certifications mean Andrex wipes break down appropriately in sewage systems, unlike non-flushable wipes that cause blockages. Biodegradable and Plastic-Free Modern Andrex wipes feature biodegradable materials and plastic-free basesheets. The recycle-ready packaging saves an estimated 121 tonnes of plastic from landfill annually. Dermatologically Tested Wipes are 99% water-based, fragrance-free options available, and hypoallergenic formulations for sensitive skin demonstrate commitment to gentle, safe products. Shopping for Andrex in the UK As Britain's leading toilet tissue brand, Andrex enjoys comprehensive UK distribution. Supermarket Availability All major UK supermarkets stock Andrex: Tesco carries the full toilet roll and wipes range Sainsbury's stocks comprehensive Andrex products Asda offers Andrex in various pack sizes Morrisons includes Andrex in their household section Waitrose provides Andrex for quality-conscious shoppers Supermarkets typically position Andrex prominently in the toilet tissue aisle, reflecting its market leadership. Bulk Retailers Costco offers large-format Andrex packs Amazon provides bulk ordering options Specialist wholesalers supply larger quantities Bulk buying suits regular users seeking maximum value. Online Availability Amazon UK provides extensive Andrex selection including bulk packs Supermarket websites offer home delivery Subscription services enable automatic replenishment Online shopping suits regular Andrex households avoiding heavy supermarket carries. Understanding Andrex Pricing Andrex commands premium positioning in toilet tissue. Premium Positioning Andrex prices exceed budget toilet rolls, reflecting brand trust, product quality, and marketing investment. The premium is accepted by consumers who prefer the reliability and quality Andrex represents. Per-Roll Economics Different pack sizes offer different per-roll values: Smaller packs (4-9 rolls): Convenience pricing, higher per-roll cost Medium packs (9-24 rolls): Balance of value and convenience Large packs (24-45 rolls): Best per-roll value for regular users Calculating per-roll costs across pack sizes identifies genuine value. Toilet Roll vs Wipes Wipes carry different pricing dynamics than toilet roll. Per-sheet or per-use costs help compare value between formats and competing products. Promotional Cycles Supermarkets regularly promote toilet tissue, with Andrex featuring in multi-buy and price-cut promotions. Monitoring offers identifies opportunities to stock up. Practical Tips for Andrex Shoppers Compare Pack Sizes Calculate per-roll costs across different pack sizes. Larger packs typically offer better per-roll value for households with storage space. Check Promotional Offers Toilet tissue features frequently in supermarket promotions. Stocking up during offers reduces average costs over time. Match Product to Need Classic for everyday use Gentle Clean/Family Soft for sensitive skin Ultimate ranges for premium experience Washlets for enhanced hygiene Choosing appropriate products avoids paying for features you don't need. Consider Storage Toilet roll takes space. Balance bulk-buying value against practical storage limitations. Large packs offer savings only if you can store them conveniently. Try the Wipes If you haven't used Andrex Washlets, they offer hygiene benefits beyond dry paper alone. The flushable, biodegradable formulations address previous concerns about moist wipes. Andrex in British Culture Andrex occupies a special place in British household culture. The Quintessential Bathroom Brand For millions of British households, Andrex is simply "the toilet roll." The brand's long market leadership means generations have grown up with Andrex, creating preference passed from parents to children. The Puppy Connection The Andrex Puppy has achieved advertising immortality. The cute Labrador is recognised instantly, triggering brand association without conscious thought. Few brands achieve such powerful, effortless recognition. Quality Expectation Andrex's Royal Warrant and premium positioning have established quality expectations. Consumers choosing Andrex express preference for reliability over price — the brand represents consistent quality that won't disappoint. Sustainability Progress Andrex's moves toward sustainable sourcing (FSC certification) and plastic reduction demonstrate responsiveness to environmental concerns. The brand is adapting to modern expectations whilst maintaining core product quality. Conclusion Andrex's journey from St Andrew's Mill in wartime London to 80+ years of market leadership demonstrates how quality products and memorable marketing build enduring brands. The Labrador puppy that accidentally became Britain's most famous advertising icon continues representing softness and reliability after over 130 commercials spanning five decades. Now part of global personal care giant Kimberly-Clark, Andrex maintains its distinctly British identity whilst benefiting from international resources and innovation. The expanding range — from classic toilet rolls through premium quilted options to flushable, biodegradable hygiene wipes — serves diverse consumer needs whilst maintaining the quality that built market leadership. With over 30% market share held continuously since 1961 and Royal Warrant recognition, Andrex represents the benchmark against which British toilet tissue is judged. Using Grocefully to compare Andrex prices across UK supermarkets helps find the best deals on Britain's favourite toilet roll. For households who appreciate quality and reliability in this essential purchase, Andrex delivers decades of expertise — and smart shopping ensures bathroom essentials cost as little as possible.