With energy use, packaging waste and behaviour change high on the sustainability agenda, Ecover has reformulated two core laundry lines as part of its mission to waste no wash – helping shoppers reduce product use, packaging and energy per load without changing how they wash.
The move comes as 85% of consumers say they want to make more sustainable choices, yet only 29% are actively changing behaviour (Kantar), highlighting the opportunity for brands to make sustainable actions easier within everyday routines like laundry.
New Ecover Concentrated Washing Powder
33% more concentrated, less powder per wash
Effective cleaning and stain removal at 30°C, supporting lower-energy laundry habits.
17% less cardboard and a fully recyclable box.
Available in three sizes: 19 washes (£6.79 RRP), 38 washes (£13.80 RRP) and 80 washes (£27 RRP) in Sainsbury’s now and Amazon in the coming months. Sizes available may vary depending on retailer.
New Ecover Concentrated Fabric Softener:
17% more concentrated: engineered to deliver the same performance with less product; a 25ml dose is recommended, as using more would be wasteful and could reduce effectiveness.
Packed with active conditioning agents, this formula uses new fragrance technology to provide freshness for up to 30 days, helping reduce unnecessary rewashing.
Bottle made from 100% post-consumer recycled plastic
Available in Apple Blossom & Almond, Rose & Bergamot, Gardenia & Vanilla and fragrance-free Zero
Available in three sizes: 0.75ml (£3.60 RRP), 1.43L (£6 RRP) and 5L (£14.60 RRP), in Tesco, Sainsbury’s, Waitrose and on Amazon from the end of February.
Both developed with thoughtfully chosen ingredients that have minimal negative impact on people and the planet: dermatologically tested, cruelty-free, made without dyes or animal by-products, with 100% recyclable packaging.
“Small changes to everyday products can have a big cumulative impact,” says Ecover. “By concentrating both powder and softener, we’re helping households reduce waste, energy use and product consumption without asking them to change their routine.”
