Waitrose Acquires ‘Fine to Flush’ Certification For Own-Brand Wet Wipes
Upmarket retailer Waitrose & Partners has acquired the ‘Fine to Flush’ certification for its private-label wet wipes, which it claims is a first for any UK supermarket.
The certification has been awarded to the Waitrose fragrance-free moist toilet tissue refills and Waitrose lightly fragranced moist toilet tissue refills.
'A Big Step Forward'
Head of CSR for Waitrose & Partners, Tor Harris, said, "Wet wipes have become increasingly commonplace in UK households, so it’s an issue we have to tackle and have been working on with our suppliers for some time.
"We know we still have more work to do, but this is a big step forward and gives us a platform to build on for the rest of our range."
The ‘Fine to Flush’ standard was introduced in January of this year by Water UK – a body that represents water companies across the country.
The tissues have been tested by WRc, an independent centre of excellence for innovation and growth. Technical experts from the centre developed the standards in conjunction with Water UK.
Safe For Sewer System
The certification guarantees that the product is safe for the country's sewer system as it disintegrates quickly and easily.
Dr Laura Foster, Head of Clean Seas at the Marine Conservation Society added, "It is great news that Waitrose & Partners has listened to the Marine Conservation Society’s call for own brand wipes labeled as 'flushable' to pass the water industry 'Fine to Flush' standard.
"We now urge not only other retailers to follow suit, but also major, international brands. Customers need to know that when they are instructed to flush, the product really is safe for UK sewers and won't contribute to blockages and fatbergs."
Waitrose will add the ‘Fine to Flush’ logo to the packaging of these two plastic-free products, which have already been launched in stores.
The retailer will also continue to work towards ensuring that the rest of its private-label flushable wipes meet the new certification standards.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.