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Astonish
confirming there are no animal traces in their ingredients, and that those ingredients have not been tested on animals for a minimum of ten years,” reveals Howard. The principle is simple for Astonish; if a supplier cannot provide that declaration, they cannot work with them. For Howard, it’ s important to make their accreditations as visible as possible on all packaging – something he is incredibly proud to display.“ Even if a consumer isn’ t vegan or a pet owner, we still believe it signals something important – that we care,” he highlights. The same philosophy applies to its product range. Recently, Astonish’ s natural range has seen real success, consisting of products such as bicarbonate of soda and concentrated white vinegar, which aims to bring back traditional cleaning solutions from 30-40 years ago.“ Shoppers genuinely want these products now, as they’ re highly effective and naturally sourced. They don’ t contain ingredients that risk an adverse reaction, and they’ re kinder to both the environment and the user. Listening to the shopper is our top priority. The public are increasingly conscious of products that have an adverse environmental impact, and they want more sustainable options, but they won’ t compromise on performance. There’ s no point launching a product with all the right environmental credentials if the efficacy isn’ t there.”
A notable upcoming launch is the refill pouches for its Protecting Care antibacterial liquid hand wash, due to launch later this year. The product itself is already available in Asda, Morrisons, Sainsbury’ s, and Tesco, and the refill pouch will be the equivalent of two bottles, which Howard says will provide further value for shoppers and minimize environmental impact through reuse. In addition, Astonish continues to invest in highly automated machinery to support product innovation, including a fully automated toilet gel line and a marketleading trigger spray line.“ The angled neck
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