Ecover is to measure the ecological impact of three of its key products in a move that will go further than any other eco-scheme, the company has claimed.

It has kicked off a project with environmental consultants Best Foot Forward to review the ecological sustainability of its washing-up liquid, toilet cleaner and washing powder.

The move goes beyond simple carbon footprinting and aims to find a broader ecological measurement that isn't "just paying lipservice" to environmental concerns, MD Mick Bremens said. "We need a tool to give us benchmarking for today and guidance for tomorrow."