Sainsbury’s set for green range launch

Sainsbury’s is launching a raft of own-label “green” household cleaning products called Cleanhome next week.

The seven Sainsbury’s Cleanhome formulations use sustainable natural ingredients “to deliver outstanding cleaning performance, at no additional cost to the Sainsbury’s shopper”. The supermarket chain says that “wherever possible, packaging is recyclable or made from recycled materials”.

The launch sees the retailer go up against ethical brand Ecover and packaged goods giants Unilever, Procter & Gamble and Reckitt Benckiser, which are all launching green household products.

The ethical range has been developed in conjunction with WPP Group-owned research and brand development group Added Value.

Sainsbury’s says it aims to be a “leading example” on biodegradability and avoiding unnecessary chemicals.

The products have been developed in response to research by Added Value, which assessed consumers’ greatest concerns around environmentally friendly products. “Consumers will choose products that are environmentally responsible, as long as there’s no trade-off on functionality or price,” says Added Value UK chief executive Lucy Richardson.

Sainsbury’s head of brand policy and sustainability Alison Austin says:” We are very passionate about finding ways to help our customers make a big difference to the environment, and one way of doing this is introducing greener options for everyday products.”