Coronavirus arrived and turned the world upside down. It created huge pressure on the NHS and caused toilet paper to vanish from supermarket shelves.
Serious Tissues was launched to try and tackle both those problems. Recycled toilet roll subscription with 100% of profits going to the NHS.
In truth, Serious Tissues had been planned for much longer with a commitment to plant a tree for every roll sold. When Coronavirus arrived we could delay or we could pivot. So we pivoted. We'll be switching back to trees once this is all over.