Cashmere, one of the softest and most prized materials, has been used to add an extra layer of extravagance to the sheets of paper, ensuring consumers enjoy the bottom line in comfort.
The loo rolls have gone on sale in Waitrose, the supermarket with a legion of loyal and discerning middle-class customers.
The supermarket won't reveal quite how much cashmere goes into each roll, but insists it is a "significant" amount. No cashmere fibres themselves are included in the manufacturing process. Rather, the paper is covered in oil extracted from the hairs of the cashmere goat.
Carla Smith, buyer for Waitrose, said: “Cashmere provides that stamp of quality to any fashion garment from a designer suit to the finest luxury knitwear. It’s indulgent, it’s stylish and it’s helping provide that extra softness to our new premium bathroom tissue collection.”