Multi-award winning eco baby brand Pura makes in-store debut with Asda

Pura, the eco-friendly baby brand that launched online, mid-pandemic, in 2020, has today announced its arrival in Asda, one of the UK’s leading supermarkets. This will mark the first time the brand is available to purchase on shelf.

From 9 April, Pura’s multi-award-winning range of affordable 100% plastic-free wipes and sustainable nappies and nappy pants will be also available to buy in up to 445 Asda stores nationwide. The new listing will see Pura’s bestselling lines sold both in-store and online.

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

Pura’s plant-based wipes are 100% plastic-free, 100% biodegradable and 100% compostable. The brand’s high performance, low eco impact nappies offer an environmentally friendlier alternative to standard nappies, without compromising on performance.

All products in the range are clinically and dermatologically tested and are accredited by both the British Skin Foundation and Allergy UK.

Since it launched in 2020, the Cheshire-born business has experienced rapid growth driven by the quality of its products and its environmental credentials, positioning Pura in the sweet spot of consumers looking to move away from traditional established brands to more agile eco-ethical brands.

Pura recently received £4.25 million funding led by Maven Capital Partners (Maven). Originally set up to sell direct to the consumer, the funding will support Pura’s expansion into the supermarket sector.

Asda’s commitment to giving customers sustainable choices that save them money, and protect our planet, means the supermarket chain was the perfect choice for Pura.

Guy Fennell, Pura founder and CEO, said: “It’s an exciting time for Pura. We’re truly delighted to be launching our award-winning, eco range in Asda, one of the nation’s most loved 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 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 first UK supermarket to list the Pura range in store. Pura’s eco baby care is a great fit for Asda shoppers who are looking for easy ways to live more sustainably and we’re looking forward to seeing their reaction to the products.”