Merch supplier Preseli’s latest innovative product is proving an amazing conversation starter for distributors who need something new to show to their clients.

Custom wrapped toilet rolls may seem like a strange choice as a promotional product but distributors have responded positively to the light-hearted invention.

The UK-made promo loo roll is the result of a collaboration with Serious Tissues, an ethical manufacturer of toilet rolls made from 100% UK recycled post-consumer wastepaper, resulting in a much lower carbon footprint than its bamboo competitors.

“When the team at Preseli approached us about launching their dual-branded Serious Toilet Rolls at our Geiger Live Premier Collection event, we immediately loved the idea,” says Lauren Carslake, senior marketing executive Geiger.

“The Geiger-branded Serious toilet rolls became one of the unexpected highlights of the event. They were vibrant, memorable, and sparked fantastic engagement with our customers. One attendee even commented afterwards that they left with the thought of placing branded toilet rolls in their welcome boxes.”

Ryan Askew, managing director, Premier Print & Promotions says the product produced a similar reaction at its TAPex event, which bring together promotional suppliers.

“We launched Serious promo loo roll recently at TAPex and the reaction was fantastic. It’s 100% post-consumer waste, British made by a social enterprise, supports the homeless, low cost, great impact. There’s nothing crap about this product.”

Preseli has garnered accolades and industry awards with an impressive track record of innovation over recent years.

Marketing manager Robert Bruce credits a number of factors, not least a more considered approach to innovation. “Preseli is a small team, and we have nurtured a culture in which ideas are encouraged and explored. We are quite happy to research long-term projects without losing sight of the vital day-to-day stuff that keep our orders flowing,” he says. “I come from a product development background and have timetabled it into our sales and marketing calendar. We believe that having new products, new images and new marketing support are crucial for keeping distributors and end users engaged and inspired.”

Preseli’s UK sales manager Russ Coleman says that while being a dependable supplier is crucial in an industry built on a multitude of smaller orders, sales teams thrive on having something new to talk about.  “The launch of our Closed Loop Lanyard Recycling in 2025 is a fantastic story, and one that has raised Preseli’s profile as a supplier that looks to the future,” he says. “However, we have never had such an immediate response to a product as we have with the launch of the custom wrapped toilet rolls.”

Serious Tissues’ sustainable and ethical values have great cut through at a time when sustainable procurement is a great priority for clients, but it’s the ability to just make customers laugh when they see their first sample that has made this such a powerful way to interact, adds Coleman. “I have heard every pun, every bottom reference and can see we have set our distributors minds whirring as they see the potential of the product.”

Possible uses already identified include onboarding kits, student accommodation packs, the hospitality sector, and even as a gifting option.

Preseli MD, Dave Wilson says: “This project has been a classic example of how an idea has been encouraged, researched and developed using the skills of the whole Preseli team from sales to development, marketing and production.”