When Tom Whelan and Leila Francis Colman were hopping between B&B stays on their way back to the UK from a ski trip in France, it wasn’t the scenery or the boulangeries that made the biggest impression on the pair. It was the toilet paper. Every place they stayed in came complete with a baby-pink loo roll, leading them to question why UK toilet paper is always white.

After some research, they found an answer: aesthetics. They even discovered some companies offering a whole palette of toilet roll colours. “We realised that for toilet paper to be white it must be bleached, which made us realise ...


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