Plastic free eco baby brand, Pura, has made its High Street debut in Asda stores.
11 products from Pura’s range of plastic free wipes, nappies and nappy pants are now being stocked in Asda stores. The range is also available from a DTC website, which offers one-off purchases and subscription models.
Pura’s deal with Asda will see the products in 445 stores nationwide and marks the first time its products have been available on shelf. The deal follows its recent £4.25 million funding announcement.
Pura was founded in 2020, by new parents, Guy and Abi Fennell, when they launched plastic-free eco baby wipes, which are also biodegradable and compostable. All of the company’s products are also accredited by the British Skin Foundation and Allergy UK.
Founder, Guy Fennel, commented: “It’s an exciting time for Pura. With Asda’s commitment to values such as sustainability, community and waste reductions, we felt Asda was the perfect fit.
“Pura’s availability in Asda makes the brand more even accessible and allows a lot more parents to make the small changes which will, collectively, have a big impact on the future of our planet.”
An Asda spokesperson added: “We’re proud to offer options to our customers that allow them to make more eco-conscious choices, so we were delighted to be the first UK supermarket to list the Pura range in store.”
