Waitrose launches Neat. sustainable cleaning brand

Waitrose has launched cleaning product company Neat, which uses refillable bottles in a bid to reduce unnecessary plastic packaging.

From 24 March, eight product lines will be available across 216 of the retailer’s branches, marking the sustainable brands largest listing.

Neat was co-founded by ex-Method & Ecover’s head of design Ryan McSorley and head of sales strategy and category management Josie Harfield.

READ MORE: Nimble appoints former Waitrose head of growth as chairman

“We are excited to bring a simple and effective cleaning solution that will help Waitrose shoppers reduce their plastic waste at home,” Harfield said.

“We hope Neat can inspire them to look for other simple swaps too. If we all make small changes, together we will make a big difference.”

The cleaning product company’s investors include Giles Brook, a serial entrepreneur who was previously at Vita Coco and also won the Grocer Gold Award Entrepreneur of the Year.

In terms of developing the company’s goals of sustainability, co-founder McSorley explained that “Waitrose has always been a leader in sustainability,” as the retailer was “ahead of the curve” with their “UnPacked concept offering shoppers the option to refill their containers”.

McSorley added: “It is very exciting to bring such a wide range of Neat. products to the Waitrose shopper. The fact that they have listed eight of our product lines and given us a full top shelf is a testament to how committed they are to eliminating single-use plastic in their stores. We could not be more excited about it.”

Waitrose will be selling right product variation including Anti Bac Multi Surface, Anti Bac Bathroom Cleaner and Anti Bac Glass & Mirror Cleaner in scents such as Mango & Fig, Sage & Mint, Yuzu Tea and Grapefruit & Ylang Ylang.

Additionally, the company prides itself in being fully vegan and looks forward to attaining B Corp status in 2022.

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