In our household, we’re constantly trying to strike a balance. It’s the tightrope walk between making responsible, earth-friendly choices and maintaining a certain level of comfort and quality in our daily lives. Nowhere is this balancing act more apparent than in the paper goods aisle. The search for the perfect toilet paper often feels like a quest for an elusive myth: a product that is soft, strong, affordable, and made from sustainable materials. We’ve all been there, staring at a wall of plastic-wrapped packages, trying to decipher terms like “post-consumer recycled,” “chlorine-free,” and “septic-safe.” The goal is simple: find a product that cleans effectively without flushing our environmental principles down the drain. This led us directly to the doorstep of the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count, a product that, on paper, seems to tick all the right boxes.
- Pack of 6 double rolls with 260 sheets each
- Made from 100% recycled paper (80% post-consumer)
- Whitened using environmentally progressive process without chlorine
What to Consider Before Buying Recycled Toilet Paper
Toilet paper is more than just a disposable commodity; it’s a key solution for personal hygiene and household sanitation. A quality bath tissue provides effective cleaning, comfort, and peace of mind, ensuring that your plumbing remains clog-free. The main benefits extend beyond the bathroom; choosing a product made from recycled materials helps conserve natural resources, reduces landfill waste, and minimizes the environmental impact of manufacturing. It’s a small daily choice that contributes to a larger, positive effect on the planet. However, the wrong choice can lead to a host of problems, from skin irritation and discomfort to plumbing nightmares and the frustrating experience of a roll that runs out far too quickly.
The ideal customer for a 100% recycled bath tissue is an environmentally conscious individual or family willing to prioritize sustainability in their purchasing decisions. They understand the importance of reducing deforestation and are actively seeking products with high post-consumer content. However, this type of product might not be suitable for those who prioritize plushness and cloud-like softness above all else. Individuals with highly sensitive skin may also find that some recycled papers lack the gentle touch of their virgin-pulp or premium bamboo counterparts. For these users, exploring alternatives like bamboo-based toilet paper might offer a better compromise between ecological responsibility and personal comfort.
Before investing in a recycled bath tissue, consider these crucial points in detail:
- Ply and Sheet Count: This is the fundamental measure of a roll’s density and potential longevity. Ply refers to the number of layers per sheet (typically 1-ply, 2-ply, or 3-ply). While 2-ply is the standard, a thin 2-ply can feel like a 1-ply. Sheet count determines how long a roll lasts. Be wary of marketing terms like “Double Roll” or “Mega Roll” and look at the actual number of sheets to make an informed value comparison.
- Softness and Texture: The manufacturing process for recycled paper has improved, but there’s still a wide spectrum of textures. Some are surprisingly soft, while others can be notoriously rough and abrasive. This is perhaps the most subjective but critical factor. A product labeled “ultra-strong” can sometimes achieve that strength at the expense of softness, leading to a harsh, unpleasant experience.
- Strength and Durability: A reliable bath tissue needs to be strong enough to do its job without tearing, shredding, or leaving behind lint (pilling). Wet strength is particularly important. A weak paper forces you to use more sheets per use, which completely negates any value gained from a lower price or higher sheet count.
- Eco-Credentials and Processing: For those buying recycled paper, the details matter. Look for a high percentage of “post-consumer” recycled content, as this means it’s made from paper that has been used by consumers and recycled, not just from manufacturing scraps. Also, check the whitening process. A “chlorine-free” or “processed without chlorine” label is crucial, as it avoids the release of harmful dioxins into the environment.
Armed with this knowledge, we were ready to put the 365 by Whole Foods Market offering to the ultimate test.
While the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count presents itself as a solid contender in the eco-friendly space, it’s always wise to see how it stacks up against the competition. For a broader look at all the top models, especially those in the increasingly popular bamboo category, we highly recommend checking out our complete, in-depth guide:
- WHAT’S INCLUDED — 12 Double Rolls of Scott ComfortPlus Toilet Paper, 1-ply, 231 sheets per roll, 291.60 square feet total (12 double rolls = 24 regular rolls)
- SHIPMENT CONTAINS: 30 Rolls with 350 2-ply sheets per roll for a total of 10,500 sheets
- Packaging Information: our package contains 4 rolls of Christmas themed toilet paper, our Christmas toilet paper is made of three-ply toilet paper, soft and durable, moderate thickness, the paper is...
First Impressions: A Promise of Purity and Performance
The 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count arrives in simple, no-frills packaging that aligns with the brand’s minimalist and natural aesthetic. The green and white color scheme immediately signals its environmental focus. Upon opening the package, the first thing we noticed was the lack of any artificial scents or perfumes, a definite plus for those with sensitivities. The rolls themselves feel dense but look noticeably smaller than the “double rolls” from mainstream competitors. Holding a single sheet up to the light revealed a somewhat thin, textured paper. While it didn’t feel immediately plush or soft to the touch, it did have a certain robustness. Our initial thought was that this was a utilitarian product designed for function over luxury, a trade-off many of us are willing to make for a 100% recycled paper. The specifications are impressive: 100% recycled with 80% post-consumer content and whitened without chlorine. These are top-tier eco-credentials. The question lingering in our minds was whether the “Ultra-Strong” claim could compensate for what seemed to be a deficit in softness. You can see its full feature set and eco-friendly claims for yourself before we dive into our hands-on performance results.
Key Benefits
- Made entirely from 100% recycled paper, reducing deforestation.
- Contains an impressive 80% post-consumer recycled content.
- Whitened using a progressive, chlorine-free process.
- Supports resource conservation and sustainable practices.
Drawbacks
- Texture is extremely rough and abrasive, not soft.
- Thin sheets that lack the claimed “ultra-strong” quality.
- “Double roll” size feels small and runs out quickly.
- Poor overall value due to the need to use more sheets.
In-Depth Analysis: Where Noble Intentions Meet Harsh Reality
A product’s true character is revealed not by its packaging or its promises, but by its performance under real-world conditions. We spent considerable time evaluating the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count across the metrics that matter most: its ecological impact, its strength and durability, its texture and comfort, and its overall value. What we discovered was a product of stark contrasts—one that excels in its environmental mission but falls dramatically short in its primary function.
The Eco-Credentials: A Gold Standard in Sustainability
Let’s start with the product’s greatest strength, which is undeniably its commitment to the environment. In a market flooded with greenwashing, the specifications of this bath tissue are genuinely impressive and commendable. The “100% Recycled Paper” claim is the first pillar. This means that no virgin trees were harvested to create this product, a critical factor in preserving forests, which act as vital carbon sinks for our planet. But 365 by Whole Foods Market goes a step further with its “80% Post-Consumer Content” guarantee. This is a crucial distinction. Post-consumer content is material that has served its intended purpose and has been diverted from landfills—think old office paper, newspapers, and cardboard boxes. This is true recycling. In contrast, “post-industrial” or “pre-consumer” content is often just scrap from the manufacturing process that was going to be reused anyway. By prioritizing post-consumer fibers, this product actively participates in a circular economy, giving a second life to paper that would otherwise become waste. Furthermore, the commitment to a chlorine-free whitening process is a significant health and environmental benefit. Traditional chlorine bleaching can create and release dioxins—highly toxic and carcinogenic compounds—into our waterways. This bath tissue uses an environmentally progressive alternative, ensuring that its production process is as clean as its material sourcing. For the eco-purist, these features make the product a standout choice. It delivers on its promise of being a truly green product, and for that, it deserves recognition.
Deconstructing “Ultra-Strong”: A Test of Tensile Failure
Unfortunately, the praise largely ends with the eco-credentials. The most jarring discrepancy we found was between the “Ultra-Strong” name and the paper’s actual performance. During our hands-on testing, the tissue consistently failed to live up to its moniker. The 2-ply sheets are visibly thin and separate easily. When conducting a simple dry pull test, the paper tore with minimal resistance. This lack of tensile strength is a significant drawback. A user should feel confident in their bath tissue, but we found ourselves needing to fold the paper over multiple times to create a durable-enough surface, which rapidly depletes the roll. This finding was echoed resoundingly by other users, with one noting it was “super thin” and not at all what they expected. The problem is exacerbated when the paper gets wet. Its wet strength is exceptionally poor. It tends to shred and disintegrate upon contact with moisture, leading to pilling and leaving behind undesirable residue. A product that requires you to use three or four times the normal amount of sheets per wipe is fundamentally flawed. It undermines the very concept of strength and creates a frustrating and unreliable user experience. The “Ultra-Strong” label feels less like an accurate description and more like aspirational marketing that the product simply cannot back up. Anyone looking for a truly robust paper should be aware of a feature that really sets it apart in a negative way: its surprising fragility.
The Softness Dilemma: More Sandpaper Than Sanctuary
If the lack of strength was disappointing, the texture was downright shocking. For a product intended for use on the most sensitive areas of the body, the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count is remarkably abrasive. From the very first touch, the paper feels stiff and scratchy. There is no hint of the softness or plushness that consumers have come to expect from modern bath tissues, even within the recycled category. In our testing, every member of our review team commented on the harshness of the texture. It’s a utilitarian paper that feels like it belongs in a public restroom or gas station dispenser, not a home. This isn’t just our expert opinion; it’s a sentiment shared widely by consumers. One user vividly described the experience, stating, “my behind is screaming at me for buying this. It’s like sand paper.” Another compared its texture to that of a “good brand kitchen napkin,” a comparison we found to be startlingly accurate. This is the single biggest failure of the product. While some may be willing to sacrifice a degree of softness for sustainability, this product demands too great a compromise. It crosses the line from “less soft” to “actively uncomfortable.” Using it is an unpleasant, irritating experience that left us wondering how a product so thoughtfully designed from an environmental perspective could be so poorly executed from a user-experience standpoint.
Value Proposition: Do “Double Rolls” Deliver Double Deception?
The final nail in the coffin for the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count is its poor value proposition. The package is marketed as containing six “double rolls,” a term meant to imply longevity. However, these rolls are small in diameter and contain only 260 sheets each. Many leading brands offer 300-400 sheets on their premium rolls. As one user aptly pointed out, they “would not call it a ‘Double roll’ at all.” When you combine the lower-than-average sheet count with the fact that the paper’s thinness and weakness necessitate using multiple sheets at a time, the rolls disappear at an alarming rate. We found ourselves replacing the roll far more frequently than with standard bath tissue. This completely erodes any perceived value. A user who purchased it because it was close in cost to their usual brand found it was “super cheap and not worth $6 or $1/roll.” When a product fails in its core functions of strength and comfort, forcing you to use more of it, it becomes an expensive mistake, regardless of its initial shelf price. The true cost of toilet paper is not per roll, but per use, and on that metric, this product is one of the poorest values we have ever tested. You can check the latest price and availability, but we strongly advise weighing it against the rapid consumption rate we experienced.
What Other Users Are Saying
Our findings are not an outlier; they align perfectly with the broader customer experience. The feedback from users paints a consistent and unflattering picture. A sentiment of regret is a common theme, with one buyer stating bluntly, “Lol! Don’t intend to buy this again.” The core complaints are almost universal: the texture, the thickness, and the value. Phrases like “super thin, scratchy” and “the same rough texture as a good brand kitchen napkin” appear frequently. The most damning indictment comes from a user who warns others, “Please do not use this unless you are trying to get paint off of your walls,” highlighting the extreme abrasiveness of the paper. Another user provided a visual comparison to a Walmart brand, letting the clear difference in roll size and paper quality speak for itself. It is rare to see such a unified consensus on a product’s failings. This widespread negative feedback confirms that our disappointing experience was not unique but is, in fact, the standard for the 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count.
How Does It Compare? Top Alternatives to Consider
Given the significant performance issues with the 365 offering, it’s essential to look at alternatives that might better meet your needs, whether you prioritize bulk value, eco-friendly comfort, or a combination of both.
1. Georgia-Pacific COMPACT® CORELESS Recycled Toilet Paper 36 Rolls
- CORELESS ROLLS let you use 100% of the toilet paper and eliminate stub roll waste
- HIGH CAPACITY ROLLS help reduce service calls and the risk of run-out
- MORE HYGIENIC system design...
- HIGH CAPACITY ROLLS help reduce service calls and the risk of run-out
- MORE HYGIENIC system design because locked system protects unused rolls until current roll is fully dispensed
For those focused on maximizing value and reducing waste, the Georgia-Pacific COMPACT® CORELESS system is a compelling option. This is a commercial-grade product designed for high-traffic environments, but it’s available for home use. The key innovation is its coreless design, which eliminates cardboard tube waste entirely. The rolls are massive, equivalent to multiple standard rolls, meaning you’ll be replacing them far less often. Like the 365 brand, it’s made from recycled paper, so you can expect a similar utilitarian texture—it’s not a luxury product. However, it’s a 2-ply that offers reliable strength and comes in a bulk 36-roll package, making it an incredibly cost-effective choice for large families or anyone who hates running out of toilet paper.
2. ECO SOUL Bamboo Toilet Paper 12 Mega Rolls 3 Ply
- Eco-Friendly Bamboo Rolls: Crafted from sustainable bamboo, these toilet paper rolls offer an eco-conscious and renewable alternative to traditional paper products.
- Soft yet Sturdy: Enjoy the perfect balance of softness and strength with these 3-ply bamboo sheets, ensuring a comfortable and reliable experience.
- Hypoallergenic Haven: Gentle on sensitive skin, these hypoallergenic rolls provide a soothing touch for those with allergies or sensitivities.
If you were drawn to the 365 paper for its eco-credentials but were repelled by its texture, ECO SOUL is the perfect upgrade. This bath tissue is made from 100% bamboo, a rapidly renewable grass that is a fantastic alternative to both virgin trees and recycled paper. ECO SOUL delivers a premium 3-ply experience that is both strong and exceptionally soft, rivaling non-eco-friendly luxury brands. The 300-sheet mega rolls are septic-safe, completely biodegradable, and FSC Certified. This product proves you don’t have to sacrifice comfort for sustainability. It’s the ideal choice for the eco-conscious consumer who wants a gentle, plush, and reliable bath tissue.
3. Who Gives A Crap 24 Rolls 3 Ply Bamboo Toilet Paper
- PREMIUM BAMBOO TOILET PAPER: Our fanciest toilet paper rolls are luxuriously soft and ultra-strong, and made with extra cushy double length 3 ply rolls. Who Gives A Crap bathroom tissue plays well...
- 3 PLY SOFT TOILET PAPER: Our extra cushy bath tissue might feel a bit different since, well, it is a bit different. Unlike most blanket-like mainstream TP, these rolls aren’t made with virgin trees....
- 100% BAMBOO FIBERS: Every day, over 1 million trees are cut down to make traditional toilet paper. We’re not so keen on killing trees just to make TP, which is why these rolls are made with 100%...
Who Gives A Crap is another phenomenal bamboo-based alternative that combines a high-quality product with a powerful social mission (they donate 50% of their profits to build toilets for those in need). Their 3-ply bamboo toilet paper is celebrated for its softness, strength, and impressive roll size (330 sheets). It’s free of inks, dyes, and scents, making it great for sensitive skin. Packaged in a large, plastic-free box with individually paper-wrapped rolls, it’s a top-tier sustainable choice from sourcing to shipping. For those who want their purchase to have a direct positive impact and refuse to compromise on quality, Who Gives A Crap is one of the best options on the market.
Our Final Verdict: A Well-Intentioned Product We Cannot Recommend
The 365 by Whole Foods Market Ultra-Strong Bath Tissue 6 Count is a case study in how a product with an admirable mission can fail in its execution. We wholeheartedly applaud its outstanding eco-credentials: the 100% recycled composition, high post-consumer content, and chlorine-free processing are exactly what we want to see in a sustainable product. However, a bath tissue has a primary job to do, and this one simply doesn’t do it well. Its claims of being “ultra-strong” and a “double roll” are misleading at best. The paper is thin, weak (especially when wet), and shockingly abrasive. The poor performance necessitates using far more sheets per use, completely negating any potential value and making the rolls run out frustratingly fast. We can only recommend this product to the most ardent environmentalist who is willing to endure significant discomfort for the sake of using recycled materials. For everyone else, we strongly suggest looking at superior bamboo-based alternatives that offer both sustainability and comfort. While its intentions are pure, the harsh reality of the user experience makes this a product to avoid. If you’re determined to see for yourself, you can find more details and user feedback online, but we advise proceeding with caution.
Last update on 2025-11-02 / Affiliate links / Images from Amazon Product Advertising API