For instance, Tushy, No.2, Bippy, and Who Gives A Crap all sell their TP wrapped in eye-catching patterned paper, so taking out a new roll feels a little like opening a present.

Jade, of Gainsborough, Lincolnshire, said: "Two months into the pregnancy, I started craving toilet roll. I still don't know why. "I like the feeling of the texture in my mouth, rather than the taste.