Pictured here at Pura’s Tattenhall office is Guy Fennell, Co-Founder and CEO of Pura, with Edward Timpson CBE, MP for Eddisbury in Cheshire, and Rob Poyer, MD of NappiCycle
Edward Timpson visited the Tattenhall office of Pura, the new eco-friendly products company, where he met founder Guy Fennell, and found out more about the company’s products, which include 100% plastic-free, 100% biodegradable and compostable baby wipes, and a new range of eco-friendly nappies made from sustainable plant fibres, with production using 100% green energy.
Pura was founded in June 2020 when new parents Guy and Abi Fennell found out that 90% of the wipes currently sold in the UK contain plastic, meaning they can last more than 100 years in landfill. Guy and Abi decided to take on the big names in wipes, launching their own plastic-free wipes, with a mission to ban plastic-based wipes in the UK and beyond.
Pura aims to democratise eco-friendly baby care, promising parents no compromises on quality, convenience, price or the environment. To ensure its products are as affordable as possible, it has “cut out the middleman”, and sells direct-to-consumer at under 3p per wipe on subscription, offering a price point that is on par, or cheaper, than traditional plastic wipes, with free next day delivery on all orders. It has attracted a strong following of eco conscious parents, with impressive e-commerce results. Since launch it has seen sales growth of between 150% and 200% week-on-week, and its subscription base is expanding by 70% weekly.
During the Pura visit, Edward Timpson was also introduced to Rob Poyer, MD of NappiCycle, a company that Pura is partnering with to keep disposable nappies out of landfill and turn them into useful products, like notice boards for schools and offices, panelling, and insulation.
In the last year alone, NappiCycle diverted more than 8,000 tonnes—the equivalent of 40 million nappies from landfill in Wales. It is Pura’s ambition to make nappy recycling the norm across the whole of the UK, and it is already in discussions with local authorities in England about piloting the scheme.
Edward Timpson commented:
“It was great to meet Guy and Rob, and to hear about all the excellent work they are doing to help protect the environment by launching their own plastic-free wipes and eco nappies, with a mission to ban plastic-based wipes in the UK and beyond.
“I’m really happy to be able to support them in their mission to keep nappies out of landfill in the future, and to encourage nappy recycling across the UK.”
Guy Fennell, CEO of Pura, commented:
“We very much enjoyed meeting Edward and discussing both our mission to ban plastic wipes and our plans to introduce nappy re-cycling to England.
“It’s great that Edward shares our views on the importance of protecting the environment for future generations, and we look forward to continuing discussions on how we could help protect the environment in Cheshire and across the whole of the UK.”