FROM EMPTY SHELVES TO COLES NATIONWIDE
The Smart Ass Story
Smart Ass is a partnership between comedy sketch group Swag On The Beat, sustainability guru Joost Baker, and Australian manufacturer Encore Tissue.
It came about because of a big TP problem.
Australia imports 70,000 tons of toilet paper every year, including our biggest ‘Australian’ recycled brands. That number’s up 30% since 2023. It’s almost 3,000 shipping containers which is a crazy number just for wiping bums.
So the team came together to create the most sustainable brand in Australia: Smart Ass. A locally-owned company which sources 100% of its wastepaper from within Australia, with the most advanced papermill in the country, and a highly sustainable manufacturing process.
It’s the real deal: end-to-end (your end) Australian. You won’t believe recycled toilet paper can be this soft.
And now, Smart Ass is officially stocked in Coles stores nationwide.
Shop SmartAss in Coles →



