Pura makes instore debut with Asda

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Maven portfolio company Pura, the eco-friendly baby brand that launched online, mid-pandemic, in 2020, has announced its arrival in Asda, one of the UK’s leading supermarkets. This will mark the first time the brand is available to purchase on shelf and is part of Pura’s growth strategy to expand into B2B sales targeting the supermarket sector.

Published: Apr 12, 2022
Focus: Growth Capital, NPIF Maven Equity Finance

From April 2022, Pura’s multi award winning range of affordable 100% plastic-free wipes and sustainable nappies and nappy pants will be available to buy in up to 445 Asda stores nationwide. The new listing will see Pura’s bestselling lines sold both in-store and online.

Last month Maven led a multi million pound funding round for Pura, with the funding split evenly across the Maven VCTs, NPIF Maven Equity Finance, part of the Northern Powerhouse Investment Fund.
Founded by parents Guy and Abi Fennell, Pura offers families a range of affordable but high-quality eco-friendly products via a monthly and cost-effective online subscription service.

Since it launched in 2020, the Cheshire-born business has experienced rapid growth driven by the quality of its products and its environmental credentials, positioning Pura in the sweet spot of consumers looking to move away from traditional established brands to more agile eco-ethical brands. Pura’s plant-based wipes are 100% plastic-free, 100% biodegradable and 100% compostable. The brand’s high performance, low eco-impact nappies offer an environmentally friendlier alternative to standard nappies, without compromising on performance.

The major contract win with Asda represents the first step in Pura’s grow strategy to expand into the supermarket sector since Maven invested.

Pura web


“It’s an exciting time for Pura. We’re truly delighted to be launching our award-winning, eco range in Asda, one of the nation’s most loved and trusted retailers. With Asda’s commitment to values such as sustainability, community and waste reduction, we felt Asda was the perfect fit. Pura’s availability in Asda makes the brand more even accessible and allows a lot more parents to make the small changes which will, collectively, have a big impact on the future of our planet.”

Guy Fennell, Pura founder and CEO


“We’re proud to offer options to our customers that allow them to make more eco-conscious choices, so we were delighted to be first UK supermarket to list the Pura range in store. Pura’s eco baby care is a great fit for Asda shoppers who are looking for easy ways to live more sustainably and we’re looking forward to seeing their reaction to the products.”

Asda spokesperson


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