A bathroom cleaner that claims to be 100%-recyclable and chemical-free is the latest innovation to hit the household aisle.

Pride Bath & Shower, which is made by HomePride, is said to "deep clean" bathrooms without the need for additional bathroom cleaners or chemicals. The cleaning technology is built into the cleaning pad itself, which works like small brushes, allowing for smooth and textured surfaces to be deep-cleaned, said MD Matt Stockdale.

"In today's climate this product is perfect because it plays into the trend for environmentally friendly products with low carbon footprints," he said.

HomePride, which also makes Oven Pride and sanitiser Bugs Away, increased its turnover by nearly £1m to £2.9m last year. Stockdale predicted 15% growth this year. The new product (rsp £2.99) is currently being presented to the multiples.