Oct 10, 2025
Cheeky Panda: from bamboo waste to household name
The Cheeky Panda started in 2016 with a simple focus: creating ultra-sustainable toilet tissue from 100% bamboo. Since then, the company has experienced significant growth, expanding its range to include facial tissues, kitchen roll, beauty and baby wipes, and sanitary products, following increasing custome demand for sustainable alternatives that don’t compromise on quality. All products are made from the world’s fastest-growing plant and are 100% FSC® certified, vegan, cruelty-free, and manufactured without trees or harsh chemicals.
Founded in 2016 by husband and wife team Chris Forbes and Julie Chen after witnessing enormous amounts of surplus bamboo being burned to waste during a trip to China, the company has transformed what was an environmental problem into a sustainable business opportunity. The Cheeky Panda has created a brand that resonates with environmentally conscious people who refuse to compromise on product performance.
As a certified B Corporation since 2019 and holder of an EcoVadis bronze medal placing them in the top 35% of companies for sustainability, the brand has formalised its credentials while maintaining a playful, approachable personality.,
***In the first instance this is about what people do. Two entrepreneurs starting with an idea, in this case a cool one, to meet an existing need with a new sustainable solution. All with an engaging and relevant back story. The important addition is they realised that to deliver their plan, they needed a brand. It is a small detail that many start-ups struggle to get right, and without a strong one, there will ALWAYS be barriers to growth. ***
The brand and product proposition are simple and memorable – pandas and bamboo. The message and purpose are clear and the branding magnifies it. The brand is nearly ten years old now, so the business has established itself. The challenge (as always) will be scaling a great concept against well-resourced competitors with long established infrastructure and equity. Here, the levers to respond to this are the same for Cheeky Panda as for anyone else – consumer insight, product quality, enhanced through regular innovation, and supported by strong sales, marketing and brand investment to drive visibility, distribution and mental awareness.
***At #whatbrandsdo we like to showcase interesting innovative brands on the way up. For Cheeky Panda they have passed some key milestones, and we will need to watch this space to see how the next phase of growth is delivered. ***
