Home Baby brand Young eco-friendly baby care brand gets Asda listing

Young eco-friendly baby care brand gets Asda listing


Pura has secured a listing at Asda for its line of plastic-free wipes and sustainable nappies and pants. They roll into up to 445 stores nationwide and online.

The move comes just weeks after the eco-friendly babycare brand received £4.25million in a funding round led by private equity firm Maven Capital Partners.

Founded by parents Guy and Abi Fennell, Pura offers a range of “affordable but high-quality” eco-friendly products via an online monthly subscription service.

Since its launch in 2020, the Cheshire-based company has experienced strong growth driven by the quality of its products and its environmental credentials. In addition to being plastic-free, Pura herbal wipes are biodegradable and compostable. The brand’s low-impact nappies are meant to offer a more eco-friendly alternative to standard nappies, without compromising on performance.

Winning the contract with Asda represents the first step in Pura’s strategy to expand into the supermarket business since Maven’s investment.

CEO Guy Fennell said: “This is an exciting time for Pura. We are truly delighted to launch our award-winning eco-friendly range at Asda, one of the country’s most popular and trusted retailers.

“With Asda’s commitment to values ​​such as sustainability, community and waste reduction, we felt Asda was the perfect fit. Pura’s availability in Asda makes the brand even more accessible and empowers many more parents to make the small changes that collectively will have a big impact on the future of our planet.

An Asda spokesperson commented: “We are proud to offer our customers options that allow them to make more environmentally friendly choices, so we were delighted to be the first UK supermarket to list the Pura range in store. Pura’s eco-friendly baby care is a great fit for Asda shoppers looking for simple ways to live more sustainably and we can’t wait to see their reaction to the products.