Waitrose announces packaging change to raise awareness of bowel cancer

Waitrose has announced it will be updating packaging and information available to customers in order to raise awareness of bowel cancer symptomsBowel Cancer UK’s #GetOnARoll campaign is calling on all supermarkets across the country to put bowel cancer symptoms on their own brand loo roll – where people need to see them most.

We will be taking the following steps:

  • Introducing information on bowel cancer symptoms on our Waitrose own label toilet roll packaging 

  • Point of sale information for customers on bowel cancer symptoms to raise awareness, ahead of packaging change

  • Coverage in Waitrose Weekend raising awareness of bowel cancer symptoms

Natalie Mitchell, Waitrose Director of Own Brand, said: “We want all of our customers to recognise the symptoms of bowel cancer. We’ve been inspired by what Dame Deborah James has done to raise awareness and we want to play our part in this really important campaign in partnership with Bowel Cancer UK.  We will be updating our packaging from the autumn* to include this important information”.  

Bowel Cancer UK CEO Genevieve Edwards said: “Almost 43,000 people are diagnosed with bowel cancer in the UK every year, making it the fourth most common cancer. It’s the second biggest cancer killer, but it doesn’t have to be, as the disease is treatable and curable, especially when it’s discovered early. Sadly, 60 per cent of people are diagnosed at later stages of the disease, when it’s more difficult to treat. Awareness of the red flag symptoms of bowel cancer remains worryingly low, so it’s fantastic that Waitrose has signed up to our #GetOnARoll campaign to help people recognise the signs.”


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