Eco baby brand Pura makes in-store debut with Asda

A Cheshire eco-friendly baby brand which launched online during the pandemic, has struck a deal a deal with supermarket giant Asda, marking the first time its brand is available to buy on shelf.

Pura was founded by parents Guy and Abi Fennell at their Nantwich home in 2020.

Their plant-based baby wipes are 100% plastic-free, 100% biodegradable and 100% compostable.

Pura says its low eco impact nappies offer an environmentally friendlier alternative to standard nappies. All its products are accredited by both the British Skin Foundation and Allergy UK.

Now, the brand is available in up to 445 Asda stores nationwide.

Pura recently received £4.25m in funding led by Maven Capital Partners to support its expansion into the supermarket sector.

Guy Fennell said: “It’s an exciting time for Pura. With Asda’s commitment to values such as sustainability, community and waste reduction, we felt Asda was the perfect fit.

Abi and Guy Fennell and baby Ezrea

“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 said: “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.”