Eco-cleaning brand Homethings has launched what it claims is the “world’s first” powder to gel washing-up liquid.
Called ‘Washupthings’, the NPD – made in partnership with Innovate UK – features 17.5g “active ingredient sachets” that can be mixed with water to make 350ml of washing-up liquid.
The sachets had “a natural apple and nashi pear scent” and comprised only natural ingredients, said Homethings.
Starter packs comprising a reusable pump bottle and two refill sachets rolled exclusively into Waitrose last week (rsp: £5). A trio of refill sachets has also rolled into the retailer (rsp: £5/3x17.5g sachets).
Homethings co-founder Tim Keaveney said the launch would advance “our mission to reduce water shipping and plastic waste to the next level”.
It was “ironic” that “so-called eco-friendly labels” were transporting products that were “up to 95% water in single-use plastic”, he added.
“This isn’t ever going to be a sustainable way to consume – in fact, it’s just bonkers, when we have water in our taps at home. We’re here to shake things up and do things better.”
Homethings isn’t the only eco-friendly cleaning brand to launch dilutable products into grocery over recent weeks.
Neat, for example, this month secured a listing with Waitrose for its refillable cleaning products after launching into Tesco last November.
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