Clean Cult’s refillable aluminium bottles and recyclable, paper-based carton refills for home cleaning products are now available at Whole Foods Market, with the partners aiming to reduce single-use plastic in the homecare category.
Products like Clean Cult’s Fresh Linen and Lavender Laundry Sheets, Juniper Sandalwood and Lavender Liquid Laundry Detergent Cartons, and Fresh Rain and Lemon Zest Dish Soaps will now be available in ready-to-use aluminium bottles and refill containers.
According to the company, its bottles are ‘eternally’ refillable, while its cartons are described as ‘100%’ recyclable. One carton is set to fill four of its 16oz ‘forever bottles’.
Clean Cult intends to offer an affordable, convenient replacement for cleaning products packaged in plastic and aspires to become a category leader in low-waste home care. It hopes that its Green Seal certification will offer ‘proven sustainability and high-performance cleaning back by testing, not just claims’.
It is said to be one of the first brands to sell aluminium bottles and paper-based cartons in the home care category at Whole Foods Market.
The initial roll-out will focus on Whole Foods Market stores in the Northeast, Rocky Mountain, South Pacific, and Northern California regions due to their demand for sustainability-minded packaging solutions and ‘progressive’ retail leadership.
Whole Foods Market is reported to be the first American grocer to ban plastic checkout bags back in 2008 and has since eliminated plastic straws from its stores in 2019.
“We built Clean Cult to prove that responsible design and high performance can go hand in hand,” said Ryan Lupberger, CEO and co-founder of Clean Cult. “Teaming up with Whole Foods Market helps bring that mission to more homes and makes plastic reduction an everyday habit without sacrifice.”
Before its products reached Whole Food Market’s shelves, Clean Cult is said to have undergone a ‘rigorous vetting process’ for transparency, efficacy, and biodegradability in line with the retailer’s ingredient and performance standards.
“Our customers care deeply about what’s in their products and what’s not,” added Ruby Rios, senior category merchant at Whole Foods Market. “I’m especially excited to launch Clean Cult because it brings something new to the household essentials aisle – convenient, low-waste design paired with clean, effective formulas. It’s the kind of packaging innovation and ingredient integrity we’re proud to put on our shelves.”
The news comes after Clean Cult revealed in April that its refillable homecare products are now available from Costco. Shortly after, its products hit the shelves at Target after the close of a $5 million Series B extension.
Elsewhere in the world, Sonke’s first automated refill store in Johannesburg dispenses products from Unilever brands like Sunlight and Handy Andy. The move is set to lower prices by up to 60% while promoting refill behaviours in local communities.
A similar solution in another market sees L’Occitane en Provence sell reusable aluminium bottles for its liquid soap, shampoo, conditioner, and shower gel and oil products. Consumers can buy these packs at the same price as a single-use bottle and take them to in-store dispensers for product refills.
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