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Asda shoppers are complaining about its new loo roll – saying it doesn’t fit their toilet paper holders anymore.

The supermarket recently doubled the length of all its own brand Shade toilet rolls. It has also reduced the number of rolls per pack.

But not all customers are happy about the change.

Users on social media have slammed Asda for making their loo paper so big that it now doesn’t fit the standard household toilet roll holder.

One said: “Great idea to increase the Shades toilet roll size – only problem now is that it doesn’t fit on a standard toilet roll holder!

“How using the original roll size but with eco friendly packaging?”

Another said: “This is the most ridiculous thing ever, they won’t fit in a toilet roll holder, they’re too big.

“Please put them back as they were before and reduce the price back £7.50.”

However, other people have been very happy with the re-brand, saying: “I have discovered that Asda Shades is really good and I am really fussy about toilet roll as well.”

While another wrote: “No supermarket chain does toilet roll like Asda’s Shades.”

The supermarket didn’t respond to comment when approached by The Grocer, who first reported the issue.

But an Asda spokesperson told The Mirror: “We have made this change to help customers reduce their carbon footprint whilst maintaining the high quality Shades product they expect. The change has proved popular with customers, while the size of the new rolls is in line with other double length rolls which are already on the market.”

Asda’s buying manager for household paper, Sarah Yorke, went on to explain the reason behind the change, saying: “Shades toilet rolls are one of our most popular own-brand products so to be able to make this change and help reduce both our customers and our own carbon footprint without affecting the great quality of our product in any way is an incredibly important step for us.”

Asda’s move comes after a number of supermarkets and brands have become growingly sustainable in their efforts.

Cushelle doubled the number of sheets per roll and even unveiled the Tubeless rolls in June.

Meanwhile, DTC bamboo toilet roll brand Bumboo, which plants a tree for every box sold, has seen sales grow 46% year on year.