Asda is extending its organic offering by acting as the UK launch pad for a range of health and beauty products.
Bentley Organic, a personal care range that has received Soil Association Certification, will be stocked in Asda nationwide from this week.
The line-up includes detoxifying, revitalising, deep cleansing and calming & moisturising ranges, all of which use natural oils and extracts, such as aloe vera, lavender and jojoba. Products, which include soaps, handwashes and bodywashes, will be priced between £1.98 and £2.98,
"Our pledge to the consumer is that the Bentley Organic range is of the earth not costing the earth, something that we feel is unique within the current personal care market," said founder Jamie Bentley.
Bentley Organic was created by the Stephenson Group, a subsidiary of the Leeds-based Thos Bentley & Son, which was established in the 1800s, making soap for the textile industry.
A marketing campaign will support the launch.