Homethings is rolling out a product packaging refresh alongside new single-tab dispenser packs to recruit green-minded shoppers into the ‘refill revolution,’ and challenge the status quo of the home-care industry.
The innovative home care brand aims to educate consumers and attract eco-active shoppers to the range by inspiring them to make sustainable choices.
The new packaging, designed in collaboration with creative studio Belief Machines, will be rolled out across 232 Waitrose stores nationwide this year.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The new design introduces the brand’s ‘Mop’ mascot figure, that will become more prominent in the brand’s marketing with messaging saying ‘No More Plastic Waste’ – as it seeks consumers to cut down on their domestic use of single-use plastics.
Homethings hopes to attract consumers to it’s range of waterless, single-use plastic free, refillable and reusable cleaning products by featuring a redesigned logo and bright and colourful shapes for maximum shelf visibility.
The Home Care B Corp will also be rolling out new single-tab dispenser packs for its refillable cleaning sprays in Waitrose stores for £2 – as opposed to its standard three-pack refill, which retails for £6.
“Our new packaging underlines our core brand values. This is a whole new way of consuming in this category and we’re educating consumers that its completely bonkers to ship a product that is mainly water all around the world in single use plastic,” co-founder of Homethings, Tim Keaveney said.
He added that recent Kantar data has shown that while 70% of consumers try to buy environmentally friendly packaging, “only 25% of people regularly avoid plastic packaging, creating a huge ‘value-action’ gap in UK grocery.”
Keaveney continued: “This was a huge driver behind the rebrand, as it’s all about educating shoppers that there is a better alternative available on shelf.
“Likewise, our decision to introduce the single-tab dispensers is all about making refill more accessible and affordable.
“As the cost-of-living crisis continues to affect people across the UK, we want to do everything in our power to help people make better, greener choices – and stick to them.”
