British household challenger Eat Dirt has made its grocery debut, with the aim of “introducing bold design, perfume-grade scent and a fresh sense of humour to the eco laundry category”.
The brand’s first laundry detergent is the non-bio Bitter Orange (rsp: £15.50/one litre), promising notes of mandarin, neroli and amber. The plant-based formula comes packaged in a fully recyclable metal tin illustrated by Spanish artists Nuria Bellver and Raquel Fanjul, collectively known as Cachetejack.
The visual identity was paired with an “irreverent tone that gives it straight to its ‘filthbag’ audience”, Eat Dirt said. It empoyed “humour as an intentional pivot in a category more accustomed to performance hype”.
The detergent – available now from eatdirt.world – is the brainchild of marketing & advertising agency Franklyfluent.
Eat Dirt “started when we noticed that most detergent is factually rubbish”, said Catherine Barr, brand co-founder and Franklyfluent director. “What’s with all the plastic? Why so ugly? What the heck is ‘Lavender Haze’, and why would I want my pants to smell of it? So, we went ahead and made the detergent we wanted to buy: one that smells and looks properly good; and that genuinely goes out of its way to be responsible.
“The laundry aisle hasn’t really changed in decades,” Barr added. “Same plastic bottles, same claim wars, same tired scents. With Eat Dirt, we’re out to reset that”.
It comes after the branded laundry detergents registered a £41.2m gain last year, having shifted an extra three million units [NIQ 52 w/e 6 September 2025].
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