ShrinkRadar
PlusSign inMy alerts
Menu

Did Andrex standard toilet roll (UK) shrink?

Size FactsDid it shrink? Yes
Before240 sheets/roll
After221 sheets/roll
−7.9%smaller
Price per sheet · if the price stayed the same+8.6%Hypothetical: the size cut alone. The source recorded no shelf prices.

How big a cut? The 26th-largest of 34 documented toilet paper cuts; a bigger cut than 20% of all 1,366 cases in the library. See the biggest cuts →

When
2017 · reported 24 Jul 2017
Country
United Kingdom
Brand
Andrex
Category
Toilet Paper
Source
bbc.co.uk

Source and evidence

BBC News — More than 2,500 products subject to shrinkflation, says ONS (24 Jul 2017) bbc.co.uk

Source fetched 2026-11-02.

BBC, citing Which?, says the roll went from 280 to 240 sheets and 'more recently' to 221 (-8%); the exact month of the 221-sheet change isn't given, so it is dated to the July 2017 report. The earlier 280 to 240 cut came with thicker sheets and a price cut, so only 240 to 221 is listed. Andrex told the BBC the cut funded 'investment in product performance' and that pricing is up to retailers.

Evidence
Typenews report citing consumer association (BBC News, Which?)
Confidencehigh

Check the math in the calculator.

What the source says

“…Andrex toilet tissue, which used the catchline "Soft, strong and long" alongside the famous Labrador puppy, has shrunk its rolls from 280 sheets originally, first to 240 sheets, and more recently to 221 sheets, according to Which? The company told the BBC that even though the roll was smaller, the product itself was better.”

More from the UK: the UK Shrinkflation Tracker has all 175 documented cases, sortable and filterable.

Topic guide: toilet paper shrinkflation, every documented case in one place, brand by brand.

More from Andrex

All 3 Andrex cases →

Newest in toilet paper

Toilet paper shrinkflation →

Share, embed or cite this case

XRedditFacebookBlueskyEmail

Shared links show this size card image (PNG, 1200×630), which you can also download and post.

Embed this case on your site

Paste this HTML into a post or page. The card shows the size change and links to this page and the original source. It is free to use; please keep the links.

Preview the embed card

Cite this case

ShrinkRadar, “Did Andrex standard toilet roll (UK) shrink? 240 sheets/roll → 221 sheets/roll”, https://shrinkradar.com/cases/andrex-standard-toilet-roll-uk-2017.html, accessed 2026-11-05. Original source: BBC News — More than 2,500 products subject to shrinkflation, says ONS (24 Jul 2017) (https://www.bbc.co.uk/news/business-40703866).

You may quote and cite this case with credit. No bulk reuse or republishing of the dataset without permission: licence and how to cite.