Aquados is extending its eco-friendly Simply laundry brand with the launch of its most gentle detergent yet.

Simply Pure is a hypoallergenic, non-biological formulation free from perfumes and optical brighteners, and has both EU Eco-Label accreditation and Vegan Society registration.

The company is also introducing tubs made entirely from consumer waste across its existing Simply Sensitive and Simply Active ranges.

Simply Pure comes in 15-wash packs priced £3.29.