Luxury loo roll contains cashmere
Luxury in the loo is being offered by upmarket grocery chain Waitrose which has launched a toilet roll containing cashmere.
The fibre, which comes from the Cashmere goat, is known for its softness and is usually associated with expensive jumpers, socks and scarfs.
Waitrose is promising its new toilet roll - billed as the "most luxurious bathroom tissue yet" - will offer the same softness at a fraction of the price.
Buyer Carla Smith said: "Cashmere provides that stamp of quality to any fashion garment from a designer suit to the finest luxury knitwear.
"It's indulgent, it's stylish and it's helping provide that extra softness to our new premium bathroom tissue collection."
The cashmere toilet roll is part of a new luxury range which also includes paper enriched with jojoba or aloe vera. The extracts are included in a moisturising lotion which is added to each sheet during manufacturing.
The new range costs £2.29 for a pack of four and £4.79 for a pack of nine.