Tesco launches partnership with Dame Deborah James to raise awareness and donations for the Bowelbabe Fund for Cancer Research UK

  • £300,000 donation to Bowelbabe Fund for Cancer Research UK to be made by Tesco and WEPA UK
  • Potentially life-saving loo roll packaging to launch at Tesco. Signs and symptoms, plus an exclusive message will appear on all packs of Tesco Luxury Soft Toilet Paper, available to purchase from the 25th July online and 17th October in store
  • Tesco shoppers concerned about symptoms can talk to a Tesco Pharmacist for advice and support, in one of over 350 in-store pharmacies

Tesco has today announced its exclusive official partnership with Dame Deborah James to continue her great work in raising awareness of bowel cancer symptoms and raise vital funds for the Bowelbabe Fund for Cancer Research UK.

This partnership will reach over six million households in six months to raise awareness of bowel cancer across the UK.

Deborah has been working with Tesco since May 2022 on plans to put the most common bowel cancer symptoms on all Tesco Luxury Soft Toilet Paper packs, the UK’s biggest selling own label toilet paper . The pack, which will also feature a quote from Dame Deb alongside the Bowelbabe Fund for Cancer Research UK logo, will help to raise awareness of what is the fourth most common cancer and second biggest cause of cancer death. The packs will be available to purchase from 25th July online and 17th October in store.

Additionally, the supermarket has teamed up with toilet paper supplier, WEPA UK to donate £300,000 to the Bowelbabe Fund for Cancer Research UK. The Fund will support causes and projects that Deborah is passionate about, such as funding clinical trials and research into personalised medicine that could result in new treatments for cancer patients, including projects in collaboration with partners such as The Institute of Cancer Research and The Royal Marsden, and supporting campaigns to raise awareness of cancer, such as Bowel Cancer UK’s Never Too Young campaign.

The supermarket is also advising shoppers who are concerned about symptoms to talk to a Tesco Pharmacist who can provide advice to make sure they get the help they need. Tesco will also be supporting its team by engaging over 300,000 colleagues with content and advice on the disease.

Speaking on the partnership, Dame Deborah James said: “I’m thrilled to have the backing of Tesco on this, as the sheer scale of its customer and colleague base means our campaign will reach even more people and have the potential to save many more lives.

“For those who are concerned about potential symptoms, I urge you to speak to someone as soon as possible. Don’t delay as early diagnosis can make a huge difference.”

Alessandra Bellini, COO at Tesco commented: “We are privileged to work with Deborah. Her continued drive to campaign and raise awareness of bowel cancer and generate funds for the Bowelbabe Fund for Cancer Research UK is an inspiration.

“With more than a million packs sold per week , we know that by making the symptoms available on our Tesco Luxury Soft Toilet Paper we can truly deliver this important and potentially life-saving information directly into the homes of our customers.”

The collaboration is part of a longstanding relationship between Tesco and Dame Deborah James. Since 2019, Tesco as a Partner of Cancer Research UK’s Race for Life, has been giving Deborah free places for Race for Life events to give to her followers to take part and raise vital funds for Cancer Research UK. This has resulted in £500,000 to support the charity’s life-saving research. Dame Deborah has also been an F&F ambassador since 2018 and the brand donated £10,000 to the Bowelbabe Fund for Cancer Research UK.

1 Clubcard data, unique customers in latest 26 weeks (13th December 2021 - 12th June 2022)
2 Kantar data, pack sales volume by brand, 52 weeks ending 17th April 2022
3 Tesco epos data, average weekly sales, latest 52 weeks ending Sunday 19th June 2022

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Terms & Conditions: Tesco and WEPA UK will each donate £150,000 in relation to the sale of Tesco Luxury Soft toilet roll sold in Tesco stores between 17/10/22 and 1/3/23 and on between 25/7/22 and 1/3/23 to the Bowelbabe Fund for Cancer Research UK. Cancer Research UK is a registered charity in England and Wales (1089464), in Scotland (SC041666), in Jersey (247) and in the Isle of Man (1103).

For more information or imagery please contact the Tesco PR team at Splendid Communications on 0207 553 7300 or

Notes to Editors:

Cancer Research UK

Cancer Research UK is the world’s leading cancer charity dedicated to saving lives through research, influence and information.
Cancer Research UK’s pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives.
Cancer Research UK has been at the heart of the progress that has already seen survival in the UK double in the last 40 years.
Today, 2 in 4 people survive their cancer for at least 10 years. Cancer Research UK wants to accelerate progress and see 3 in 4 people surviving their cancer by 2034.
Cancer Research UK supports research into the prevention and treatment of cancer through the work of over 4,000 scientists, doctors and nurses.
Together with its partners and supporters, Cancer Research UK is working towards a world where people can live longer, better lives, free from the fear of cancer.
For further information about Cancer Research UK's work or to find out how to support the charity, please call 0300 123 1022 or visit


Part of the WEPA Group, a family business operating throughout Europe with over 3,800 employees, headquartered in Arnsberg Germany. The UK operation is based in two locations, commercial offices in Bolton and a production facility in Bridgend. WEPA UK supplies hygiene paper products to the UK’s retail sector. With a global turnover over £1bn, the WEPA group is leading the way on the use of recycled fibres and focus on sustainability.

More information can be obtained from our corporate website -


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