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Homethings has launched Washupthings – the UK’s first powder-to-gel washing-up liquid developed in collaboration with Innovate UK.

Washupthings features an active ingredient sachet that allows consumers to just add tap water at home, transforming the powder into a washing up gel liquid. Its refillable bottle supports the brand’s mission in reducing single-use plastic waste.

The eco-friendly washing up liquid features an Apple and Nashi Pear scent and using only natural ingredients that are sourced and manufactured in the UK and Europe. It is also certified by MADE IN BRITAIN, Vegan Society and Cruelty Free International.

Homethings founders have collaborated with government-funded agency Innovate UK, and delivery partners to develop the R&D and commercialisation plan to bring Washupthings to market.

This new product innovation continues to bolster Homethings brand mission to reduce water shipping and plastic waste and is a great example of how brand values can foster and drive innovation. Homethings core belief that that water is heavy + bulky and as such, products that include large concentrations of water provide unnecessary carbon emissions. This results in reimagining products with reduced packaging and transport costs as well as providing eco-credentials.

This is another good example of brands – often smaller challenger brands – innovating against a clear sustainability agenda. This is the future – reusable bottles, adding to tap water via a simple, low tech packaging solution – to deliver a new solution to an existing need. The challenges are many. Does the product deliver enough efficacy so consumers are happy to substitute the existing convenient solution? Do enough people care enough about sustainability to act? Will the brand have the marketing investment to establish itself before a bigger, established brand steps into the space etc.? Big, thorny questions, but in the end, this is what brands do. They innovate to create new solutions that respond to needs and then wrap a brand around the idea to resonate with shoppers and to defend and keep it distinctive. Then they launch into a crowded space and fight to establish themselves. This is why brands fuel our economy. Good luck to Homethings and never forget Method started in a similar, passion fuelled, way in 2015.

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