Homethings, a challenger brand in sustainable home care, has announced the launch of its new and improved range of eco-friendly laundry pods, including a non-bio option for the first time.
The two new products will launch in Waitrose stores nationwide (RRP: £8), as well as being available for shoppers from the brand’s online store.
Homethings new laundry offering comes in super-concentrated bio and non-bio pods and are made from non-toxic, vegan and cruelty-free ingredients. The formulas are Ecolabel compliant, and the Home Care B Corp has opted for powder-based pods as opposed to liquid-concentrated formats, which use significantly more water in the manufacturing and shipping process. The pods are dosed for convenient usage, reflecting one of Homethings values to do ‘more with less’ after recognising that other laundry formats often encourage shoppers to use “unnecessarily high dosages” in each wash.
The pods are packed in the UK in an FSC-certified cardboard box, eliminating single-use plastic in the supply chain.
Homethings’ original range of Laundrythings pods comprised two biological options; fragranced and non-fragranced. However, after conducting customer research, the business discovered that 44% of their shoppers wanted a non-bio option which specifically targeted eco-shoppers with sensitive skin and allergies.
Tim Keaveney, co-founder of Homethings, said: “Sustainable innovation is at the heart of everything we do at Homethings. We’re making refill and reuse mainstream and creating truly sustainable, plant-based and plastic-free home care products accessible to as many shoppers as possible.”
He added: “Waitrose has been a brilliant retail partner for us too. They completely share our vision of bringing new, more sustainable Home Care solutions to their shoppers in-store. We’ve also got a number of new launches in the pipeline for this year, as well as a big campaign on the horizon as we move towards the big Spring Clean in March – so watch this space!”
Jourdan Gabbini, Household Buyer at Waitrose, commented: “We’re really excited to be expanding the HomeThings offering for our customers by introducing their new eco-friendly laundry pods. As a British B Corp brand, they are always looking to do good for people and the planet, just like us at Waitrose. Not only is this a great product, it comes in a FSC certified cardboard box – supporting our efforts to eliminate single-use plastic in the supply chain, making it the perfect addition to our range.”
