The pioneering ecofective® range of garden care and plant protection products is to have a fresh new look for 2021 – with supplier Sipcam Home & Garden unveiling a raft of innovative developments that set a new benchmark for sustainable retail.
Aimed at helping retailers target the nation’s increasingly environmentally conscious consumers, the ecofective® rebrand has been designed to deliver clear and consistent messaging about the range’s eco-credentials and will feature a new generation of sustainable packaging. The line-up will also be expanded with the launch of concentrated refill products which hold high appeal with consumers who are keen to reduce their dependency on single-use plastics.
The re-brand, which will focus awareness on ecofective®’s ‘Child and Pet Safe’ slogan, came about after Sipcam Home & Garden carried out market research in a bid to dig deeper into consumer trends regarding the use of domestic gardens as well as sustainable shopping.
It revealed that more than 88% of consumers regard their garden as an extension of the home – an extra ‘outdoor room’ of the house, while people are more concerned about the environment than ever before: 79% said they actively avoid products that they consider to be harmful to the planet – while 70% pointed out that products that are ‘safe for pets’ is a key buying factor.
Nigel Thompson, Head of Sales at Sipcam Home & Garden, said: “Research confirmed that the ‘child and pet safe’ message resonates with consumers – it’s critical to driving sales at the point of purchase and that’s why ecofective®’s all-new packaging has been designed to reinforce the message that this range is kinder to the planet, safer for families and good for garden wildlife.
“The re-brand demonstrates ecofective®’s commitment to doing business in a manner that will leave a positive impact on the planet, and that’s why we’re switching to packaging that’s even more sustainable than ever before. Not only will bottles be manufactured from recycled material, but they’re also recyclable, as are the triggers and caps. We are driven by our mission to lead the way towards a closed-loop economy, reducing consumption of virgin materials and taking every step possible to cut dependency on single-use plastics while encouraging recycling,” Nigel added.
Ahead of the 2021 season, Sipcam Home & Garden is set to launch a number of concentrated refill products that are new to the ecofective® range – and testament to the company’s goal of enhancing the environmental credentials of this unique, eco-friendly brand. Ecofective® Pour + Feed, Bug + Mildew Control, Bug Control, and Rose Defender will form part of the refill range, which are not only recyclable but will serve to further reduce plastic waste.
Nigel added: “As part of our mission to win the war on waste, the ecofective® range will champion a strategy of ‘reuse, refill and recycle’. After a customer has finished a ready-to-use product, they can buy a refill product that enables their original one-litre RTU spray bottle to be re-used. Everything has been designed with the environment and convenience in mind: consumers simply add the concentrate to the RTU bottle and fill with water.”
The launch of the new-look ecofective® range, with a switch to more sustainable packaging and the introduction of concentrated refills comes at a time when sustainability is topping the consumer agenda, helping retailers to drive sales of natural and greener plant care products. The Covid-19 pandemic and subsequent lockdown saw a new generation dabble at gardening for the first time, and the expansion of natural, eco-friendly products is key to maximising sales among this emerging audience, a demographic that actively seeks to make ethical buying choices that safeguard the planet while seeking products that are kind to children, pets and nature.
Expansion of the ecofective® portfolio follows news earlier this summer that Sipcam Home & Garden has signed a deal with Blumen International Ltd that will see Sipcam appointed as the exclusive distributor of Blumen’s product range – best known for its Fito and Get Off brands – across the UK & Republic of Ireland.
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To find out more about the leading product range from Sipcam Home & Garden, visit www.ecofective.uk.com.