Pura – The History of Our Future

In 2018, there were 731,213 new lives brought into the UK. Furthermore, with 3 billion (yes, billion!) nappies being thrown away into landfill annually, it highlights the importance of finding a viable alternative to nappies being left to rot, with nappies sometimes taking as long as 500 years to fully decompose.


Thankfully, in addition to NappiCycle, another company believes in creating a new approach to a better future for new-born babies. Let us introduce you to Pura – the eco-friendly baby brand that puts babies and the planet first.

Pura founders Guy and Abi Fennell were en-route to becoming parents themselves to their dear son Ezra. Naturally, they analysed how parents within their circles adapted to parenthood, but saw something that caught their attention: the mass amount of baby wipes and nappies required! It shocked them to the core (and us!) when they discovered that 90% of wipes sold in the UK contain non-recyclable plastic, resulting in increased pollution, emissions, and an inevitable journey to landfill. In addition, flushed plastic wipes are one of the main culprits behind grotesque, sewer-clogging fatbergs. This prompted a much-needed response.

Hence, in June 2020, Pura launched a line of baby wipes and nappies that are affordable, skin-friendly, and sustainable. Everything, from the packaging to the products themselves, was taken into consideration when building the Pura brand. Their wipes are 100% plastic-free, biodegradable and come in a flushable version which is certified by Water UK as Fine to Flush. Their sustainable nappies, awarded the EU Ecolabel, feature an FSC-certified plant-based core and are made with green energy and no production waste.

With Pura’s entire product range packaging being 100% recyclable, this further shows their intention of being kinder to both the planet and future generations. Add in the fact that anti-allergy and organic-only ingredients are used in their products, Pura sticks to their word rigorously.

As a company that puts purpose and people before profit, Pura has achieved B-Corp Pending status. Pura has also developed a presence across UK communities with some brilliant initiatives, such as working in collaboration with the Woodland Trust, the NSPCC, and providing a 10% discount across their product range to NHS employees. Additional projects include a partnership with Tops Day Nurseries, a GECCO accredited organisation that promotes sustainability within childcare and education. They also hold an association with ourselves here at NappiCycle, which is described in this article!

It’s a little way off, but Pura has the bold ambition to achieve a complete ban on plastic in wipes. Together with NappiCycle, it’s the company’s goal to also bring a nappy recycling service to the whole of the UK.
Small lifestyle changes bring about big results. With the solutions that both NappiCycle and Pura provide, the problems caused by disposable nappies should become a problem of the past.

Did you know it is estimated that there are in excess of 1 million tonnes of nappies and absorbent hygiene products disposed of annually? Here at NappiCycle, we exist on the premise that “single-use” objects can and must have a life beyond that of just sitting and rotting in a landfill.

To find out more about who we are and what we do, feel free to take a look through our website. Alternatively, follow us on Facebook and Twitter to become #partofthesolution for global innovative change!

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