Pura, the award-winning baby care brand loved by eco-conscious families, is making another big step towards sustainability. Starting this month, parents will find Pura nappies and nappy pants in brand new paper packaging – and the best part? It can go straight into your household recycling bin!
Launching exclusively in Asda stores, the paper packaging is a first-of-its-kind for this type of product, giving mums, dads, and carers an even easier way to make greener choices without compromising on performance or affordability.
All Pura nappies are manufactured using carbon neutral processes and contain less plastic than conventional options so are making strides ahead of its competitors already. With this update, the brand continues to focus on combining performance with lower environmental impact.
Designed with comfort and sustainability in mind, these nappies offer a luxuriously soft fit for even the most sensitive skin. Allergy UK certified, totally chlorine-free, and fragrance-free, they’re a great choice for little ones with allergies or sensitive skin.
Founded by Cheshire parents Guy and Abi Fennell in 2020, Pura has quickly become a go-to brand for families looking for baby care that’s kind to both babies and the planet. This latest move shows that Pura is not just talking the talk – they’re constantly finding real, practical ways to help families live more sustainably.
Guy said: “We’re thrilled to be among the first UK baby brands switching to paper packaging. Providing our products in packaging that can be recycled at home is a huge step forward and will ensure that much more of our packaging is actually recycled.
“Though it’s not without any environmental impact, our paper packaging comes from a renewable resource – sustainably managed forests, which sequester carbon as they grow.”
Pura nappies can be used for both day and night use, available in sizes 3–7, and offer up to 12 hours of leak protection. The newborn sizes (1–2) include a considerate umbilical cut-out and wetness indicator to support early-stage care.
For more information, visit www.mypura.com
