Wilton range 4-SKUs

Source: Wilton London

Posh household brand Wilton London is set to make its supermarket debut, rolling into Sainsbury’s from next month.

The fragrance-led supplier will see four laundry SKUs – Laundry Liquid Cedarwood, Laundry Liquid Jasmine, Fabric Conditioner Cedarwood and Fabric Conditioner Jasmine (rsp: £7.95/one litre) – hit Sainsbury’s Local shelves in mid-April, followed by the retailer’s supermarkets from May as part of its Future Brands scheme.

Each Wilton laundry line is plant-based, carbon neutral and comes in recycled packaging. Their aim was to elevate the household aisle “with premium, fragrance-led, ‘worktop worthy’ products, without the eco compromise for consumers who are currently faced with a ‘sea of white’ mainstream brands” Wilton said.

Founded in 2018 by entrepreneurs Sam Whigham and Mike Perry, the fast-growing brand is B Corp-certified and listed by the likes of Holland & Barrett, Ocado and Lakeland. It expects to grow its current annual turnover of £2m to over £10m by 2024.

Wilton’s entire portfolio – which also features washing-up liquid, plastic-free sponges and surface cleaner – is British-made, with plant-derived ingredients and lightweight packaging.

The UK’s mainstream laundry category had “seen next-to-no innovation in the last 20 years on premiumisation and sustainability” said Perry. “Consumers are crying out for a cleaner, more premium offer like Wilton and are looking to independent brands to deliver – which Sainsbury’s has recognised will bring greater value to the household aisle, while enhancing consumers’ experience in the home.”

The listing with Sainsbury’s would take Wilton “one step closer to achieving our mission of making housework less of a chore and elevating home cleaning and fragrance to a new level” Perry added.

Wilton isn’t the first eco-conscious, non-food disruptor to this week announce its supermarket debut. On Monday, sustainable babycare startup Pura revealed it would roll 11 SKUs into Asda from 9 April – across its wipes, nappies and nappy pants.