Morrisons has said that “cleaning doesn’t have to cost the earth” as it began selling new climate-friendly disinfectants, sponges and kitchen rolls.
The cleaning range, “eco”, is made from plant-based ingredients and can be recycled at home.
Claiming that 45 per cent of Morrisons shoppers had bought a sustainable household item in the last six months, the supermarket hopes to carve out a chunk of the growing market.
Priced between £1 for washing up liquid to a £3.50 nine-pack of toilet paper, the eco line is said to perform “as well” as more recognisable brands.
READ MORE: Morrisons falls at final pricing hurdle before Christmas
Buying manager James Crabtree said he was “excited” to provide “an even bigger variety of cleaning products”.
He continued: “We believe that powerful cleaning doesn’t have to cost the earth – and we mean that both figuratively and literally.
“We’ve seen a boom in the popularity of more environmentally friendly products and we know our customers want to shop more sustainably.”
It comes six months after Unilever said it had created the world’s first paper detergent bottle.
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