Pura is furthering its commitment to sustainability by launching paper packaging for its nappies.
Launching exclusively in Asda which will be first to market, the new packaging on Pura’s low-impact nappy and nappy pants range gives parents and carers the ability to make more sustainable choices.
The move marks another milestone for the baby care brand created by Cheshire parents Guy and Abi Fennell in 2020 to help parents make more sustainable but affordable choices.
Guy commented: “We’re thrilled to be among the first UK baby brands switching to paper packaging. Providing our products in packaging that can be recycled at home is a huge step forward and will ensure that much more of our packaging is actually recycled.
“Though it’s not without any environmental impact, our paper packaging comes from a renewable resource – sustainably managed forests, which sequester carbon as they grow.”
Launched in 2021, Pura NappiCycle is an exclusive partnership between Pura and NappiCycle, where they keep 40 million nappy equivalents from landfill annually, repurposing the used fibre in projects like road resurfacing.
From this month, the partnership will see the largest nappy recycling trial of its kind in England. The year-long trial will take place in Bristol and is free for parents to use.
The used nappies will be collected by Green Bottoms with the support of Bristol Waste Company and then transported to NappiCycle where they will be cleaned, with plastics and cellulose fibres separated for re-use.
