Sustainable babycare brand Pura makes Asda debut

Sustainable babycare startup Pura is set to make its supermarket debut as it rolls into Asda stores next month.

Launched online less than two years ago, the fastest growing brand will see 11 SKUs in all Asda stores from 9 April.

Pura aimed to offer “a baby wipe made in the UK – not China or Turkey where a lot of are made – and make it 100% compostable”.

The brand quickly expanded its portfolio to add the likes of disposable nappies and flushable toilet tissue wipes – all of which are available via the brand’s site and on Ocado.

READ MORE: Tesco to ban sale of plastic baby wipes in UK first

Pura is the UK’s first carbon-neutral babycare brand and the only one recycling nappies, according to Pura’s co-founder Guy Fennell.

The babycare brand secured £250,000 of advertising space after being named one of the five winners of the Sky Zero Footprint Fund in November.

that was followed by a £4 million funding investment through Maven Capital Partners at the end of January.

The brand is also in talks about listings for other retailers. “For us to succeed, we need to be on as many shelves as possible,” Fennell said to The Grocer.

“We’ve got to shout from the rooftops and work with retailers like Asda.”

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