The retailer has teamed up with Bowel Cancer UK to include the potentially life-saving information, together with a QR code for customers to find out more, on its own label popular Shades and Just Essential ranges from early Autumn. Asda sell over a whopping 42 million packs a year to households across the UK.
In addition, Asda is donating £50,000 to the charity to help fund future initiatives to save lives and improve the quality of life of everyone affected by bowel cancer.
Bowel cancer is the UK’s fourth most common cancer and the second biggest cancer killer. Yet almost half of adults around the UK could not name a single symptom of bowel cancer in a recent survey.
Knowing the symptoms to look out for, and acting on them, can lead to bowel cancer being diagnosed at an earlier stage when it is easier to treat and even cure.
Sarah Yorke, Buying Manager, Household said: “We’re delighted to announce that we are joining the #GetOnARoll campaign, supporting with on pack awareness on our popular own brand toilet roll ranges. We are also making a £50,000 donation to the charity to help fund future initiatives.
“Spotting signs early is so important, so anything we can do to raise awareness of what people should look out for, and signpost them to Bowel Cancer UK to find out more, is crucial.”
Bowel Cancer UK CEO Genevieve Edwards said: "It's wonderful that Asda has joined our #GetOnARoll campaign to help raise vital awareness of bowel cancer symptoms. Almost 43,000 people in the UK are diagnosed with bowel cancer each year.
"It's also the second biggest cancer killer, but it doesn't have to be, as it's treatable and curable especially if diagnosed early. The sad fact remains that 60% of people are diagnosed at later stages when it's much more difficult to treat. Part of the problem is low awareness of the red flag symptoms of bowel cancer that should prompt people to contact their GP. This brilliant partnership will help millions of people across the UK know the signs to look out for and will undoubtedly save lives in the future."