Source: Pura

Asda has teamed up with babycare startup Pura to launch in-store shelf signage made from recycled nappies – a UK first, according to the brand.

In a move designed to tackle plastic waste, around 1,000 signs will be used across 320 Asda stores, on shelves featuring Pura products.

An estimated 7,220 used nappies were recycled to make the signage. Once the nappies are shredded, washed and dried, they were processed into pellets, combined with other raw materials and pressed into boards. The resulting signs are made from 56% recycled nappy fibre and 44% cellulose fibre from responsible sources.

They come after Pura claimed an English first last July, kicking off a six-month nappy recycling initiative in Bristol. Through a partnership with NappiCycle, “tens of thousands of nappies avoided landfill and instead were turned into useful materials”, including the new signage, the brand said.

The aim of the signs was to “help spread awareness of the benefits of nappy recycling, which can prevent millions of tonnes of valuable resource from nappies, hygiene products and period products from ending up in landfill or being incinerated”, added Pura sustainability director Matt Moreland.

Asda buying manager for nappies, Jessica Carrol, said: “We know how important it is to our customers that we reduce the amount of plastic we use. So, we were extremely keen to work with Pura on this project.”

Asda would “continue to look at other ways we can utilise nappy recycling and work with all our suppliers on ways we can reduce our plastic use”, she added.

Pura made its high street debut in April 2022, less than two years after launching as a DTC business. It offers a range of eco-friendly babycare products across wipes, nappies and nappy pants, and is now also listed by Tesco, Spar, Boots and Superdrug.

In December, the fast-growing brand appointed former Nichols CEO Marnie Millard as chair.