Grove Collaborative, a sustainable consumer products company and Certified B Corporation, has announced a multipronged initiative to further solidify its position in the eco-friendly cleaning aisle.
The company is rebranding its flagship Grove Co. line, launching new ready-to-use products in sustainable aluminium packaging, and introducing new natural fragrances.
Rebrand focuses on sustainability and shelf appeal
Grove Co. is receiving a makeover, with a focus on highlighting its commitment to reducing plastic.
The new packaging prioritises aluminium and features prominent illustrations to showcase the natural fragrances used in the products.
Grove Co. said this redesign aims to grab consumers' attention on store shelves while emphasising the brand's eco-friendly credentials.
Ready-to-use assortment in aluminium packaging
Grove Co. is also expanding its offerings with a new line of ready-to-use cleaning essentials, including hand soap, dish soap, and concentrated laundry detergent.
All products come in sustainable aluminium packaging, offering a convenient entry point for consumers seeking to reduce their plastic footprint.
The Grove Co. refresh extends beyond packaging. The brand is introducing a range of new signature scents formulated with natural ingredients that meet strict industry standards.
Celebrating partnerships in sustainability
Grove Collaborative said it recognises the importance of collaboration in achieving its sustainability goals.
The company is highlighting its partnerships with key organisations throughout Earth Month, including:
5 Gyres: A non-profit research and advocacy partner focused on combating plastic pollution.
rePurpose Global: A partner that helps Grove achieve plastic neutrality by recovering ocean-bound plastic waste.
The Nature Conservancy: A partner supporting indigenous-led conservation efforts in the Tongass National Forest, US.
By rebranding Grove Co., launching new sustainable products, and celebrating its partnerships, Grove Collaborative is demonstrating its ongoing commitment to reducing plastic waste and creating a more sustainable future for the consumer products industry.
