British author, columnist, and founder of the Bowelbabe Fund, Dame Deborah James, has teamed up with Tesco to raise awareness about bowel cancer by noting the 'most common bowel cancer symptoms on all Tesco Luxury Soft Toilet Paper packs', alongside a quote from James to 'raise awareness of what is the fourth most common cancer and second biggest cause of cancer death'.

The British supermarket has also joined forces with toilet paper supplier WEPA UK to donate £300k to the Bowelbabe Fund for Cancer Research UK, and James commented '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'.