Asda has come under fire for making its own brand of toilet roll unsuitable for the standard household roll holder

Our free email updates are the best way to get headlines direct to your inbox High Bulk Art Board

Asda shoppers have complained in their droves about its new loo roll - saying it doesn't fit toilet paper holders anymore. The supermarket giant recently doubled the length of all its own brand Shade toilet rolls. It has also reduced the number of rolls per pack - but not all customers are happy about the change.

Social media users have criticised Asda for making their loo paper so big that it now doesn't fit the standard household toilet roll holder. One fumed: "Great idea to increase the Shades toilet roll size - only problem now is that it doesn't fit on a standard toilet roll holder!"

Read more: Asda enforces sales limit for in-demand KSI and Logan Paul energy drink Prime

Echoing their comments, someone else said: "This is the most ridiculous thing ever, they won't fit in a toilet roll holder - they're too big!" Other shoppers, however, had nothing but praise for the re-brand, with one declaring: "I have discovered that Asda Shades is really good and I am really fussy about toilet roll as well."

When approached by The Grocer, who first reported the issue, the supermarket failed to respond to comment. But an Asda spokesperson recently told The Mirror : "We have made this change to help customers reduce their carbon footprint whilst maintaining the high quality Shades product they expect."

Asda's move comes after a number of supermarkets and brands have become growingly sustainable in their efforts. DTC bamboo toilet roll brand Bumboo, which plants a tree for every box sold, has seen sales grow 46 per cent year-on-year.

£8 Asda matching Christmas family pyjamas shoppers are going crazy for

Controversial new McDonald's drive-thru in Coventry takes step closer to opening

Supermarket own-brand air fryers from Asda, Tesco, Lidl and Aldi compared as demand soars

Some ASDA shoppers 'appalled' by new rules on Just Essentials - others praise the move

High Stiffness Art Board Mum spends £52 on Asda Just Essentials to feed family for a week