Some claim to come up with their best ideas in the bathroom

After spending more than £3million studying the science of loo rolls. Asda has unveiled a modified toilet paper design - featuring easy start roll technology. The supermarket claims it has developed a 'bespoke engineering solution' which decants precisely the right quantity of glue on to each roll, allowing 'an easy tear and start'.

Traditionally, toilet roll is bound and glued so tightly that it is impossible to free the first sheet without having to tear through it. An Asda spokesman said: “If the roll is sealed in a conventional way there is usually too much glue and this sometimes causes the first few sheets to tear and shred. This leads to frustrated and disappointed shoppers, not to mention a large amount of waste.”

However our Asda Shades Best Ever loo roll is the first toilet tissue on the market to provide ‘easy start’ roll technology. Our product managers have actively developed a new technology that alleviates this stress for loo users, and ultimately reduces waste. The technology we use is a bespoke engineering solution which allows the amount or glue to be staggered. Therefore, each roll has the optimum amounts allowing an easy tear and start to the roll. Basically, the machine controls the amount of glue applied so it isn’t stuck firmly.

Amy Greenhow, development technologist at Asda, said;
“We are very proud. We have listened to shoppers and provided a range of products that gives customers exactly what they want. Bringing the easy start roll technology to our shoppers is a big deal to this market. It could be suggested that our competitors are offering shoppers a bum deal by not providing a solution to this problem.”

Phil Wilkinson, marketing manager for paper at Asda. added:
“There has been over £3mllllon invested in the development of the Asda Shades range. Easy start roll technology is only one of several product developments that we are providing for our shoppers.”

Other items in the Asda Shades line, produced as a result of the supermarket's research, include a loo roll with an odour-neutralising cardboard core.