UK’S Eco-Friendly Baby Care Brand Pura Launches In U.S. With Walmart

Pura, the mission-driven UK baby care brand that’s good for baby and good for the planet, announced today that it has made its US debut at Walmart. The baby care brand is now available online at and in select Walmart stores across the country.

Founded by husband and wife team Guy and Abi Fennell in 2020 in Cheshire, England, Pura is an award-winning, carbon neutral, sustainable baby care company and a certified B Corporation. Pura offers boutique brand quality at affordable prices, with wipes starting at $2.88 and diaper packs starting at $9.98 in Walmart.

“We are thrilled to collaborate with Walmart at launch, a company that shares our commitment to providing high quality products at affordable prices,” said Guy Fennell, co-founder and CEO of Pura. “As we make our way into the US market, we look forward to disrupting the baby care space with greener wipes and diapers that won’t break the bank and are kinder to our planet. Whether on a physical or a virtual shelf, we can’t wait to build strong relationships with shoppers across the country.”

Pura’s mission is simple — to provide young families with affordable options that don’t force a choice between caring for babies or the planet. Pura’s baby wipes are 100% plastic-free, durable, and allergy safe, made with 99% water and soothing organic aloe vera. Pura’s diapers, available in sizes 1-7, are made with plant-based materials like organic cotton, particularly in the areas that have direct contact with sensitive baby skin. Dermatologically tested and manufactured in the EU, Pura diapers meet the highest standards in skin safety and sustainability, with approvals from Allergy UK, Nordic Swan and EU EcoLabel.

“Walmart is committed to broadening its assortment and bringing in new brands that cater to the sustainability interests of our customers,” said Ralph Clare, vice president, baby merchandising, baby for Walmart U.S. “We’re excited to welcome Pura to Walmart and believe our customers will love these innovative and affordable baby essentials.”

Pura’s range of allergy-safe diapers and 100% plant-based, plastic-free wipes are now available both online at and in select Walmart stores nationwide.


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