Waitrose is relaunching ECOlogical – its eco-friendly household cleaning private brand range – with packaging improvements that will save an estimated 4.1 tons of virgin plastic a year.
The line of 17 naturally derived products, made exclusively in the UK, will see Waitrose use innovative recovered and recycled ‘Ocean Bound Plastic’ in some of the product packaging. Ocean Bound Plastic is a recycled raw material made from plastic waste that is at risk of ending up in the oceans.
Vegan and Vegetarian friendly, and compliant with the Leaping Bunny scheme, the products contain a minimum of 98% naturally derived ingredients, contain no phosphates or ammonia, and look just as good on the outside as the inside with sleek and minimalist packaging.
Sarah Miness, Waitrose Buyer said: “Our customers are more aware than ever of their individual impact on the environment, from wanting less food packaging to being environmentally responsible with their household jobs. The relaunch of our popular Waitrose ECOlogical range gives our shoppers a range of eco-friendly products to help their homes sparkle and which also look good enough to be promoted to countertops rather than banished beneath kitchen sinks.”
The ECOlogical range is being relaunched with four new sophisticated fragrances; Grapefruit & Lemongrass, Lavender & Rosemary, Blood Orange & Rosemary, White Ginger & Bergamot and includes household cleaning staples such as kitchen roll, toilet cleaner, shower spray, kitchen cleaner, and limescale remover. The range also includes refillables allowing customers to reuse the trigger sprays.
The improvements to the Waitrose ECOlogical range, and 4.1-ton annual virgin plastic saving, will help Waitrose reduce unnecessary plastic packaging and is part of the retailer’s pledge to make all packaging either widely recycled, reusable, or home compostable by 2023.