AN eco-ethical baby care company founded just three years ago in Cheshire has announced its expansion into the US market – launching with Walmart.

Headquartered in Tattenhall, Pura has made its debut online at and in select stores across the US.

Founded by husband and wife team Guy and Abi Fennell, Pura is a carbon neutral, sustainable company as well as a certified B Corporation.

Since its birth, Pura has been disrupting the market with affordable, low impact but high-performance baby care including 100 per cent plastic-free baby wipes and more sustainable nappies.

Pura has quickly advanced from an online-only business to expansion into the supermarket sector, with UK listings in retail giants such as Asda, Tesco, Spar, Boots, WH Smiths, Costco and Superdrug.

Last year, Pura also received a £4.25m investment from private equity firm Maven Capital Partners to help fund its growth in the UK and beyond.

Guy Fennell, co-founder and CEO of Pura, said: “We are thrilled to collaborate with Walmart at launch, a company that shares our commitment to providing high quality products at affordable prices.

“As we make our way into the US market, we look forward to disrupting the baby care space with greener wipes and nappies 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.”

Walmart shoppers will be the first to experience the brand’s nappies in recyclable paper packing – only available in the US at present.

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

Debuting with its range of allergy-safe, low environmental impact nappies (size 1-7) and its 100% plastic-free, plant-based, wipes for launch, Pura plans to bring its full range, including flushable wipes and eco-friendly nappy pants to the US market at a later date.

Investing heavily in the launch, Pura has also developed a new US website which will also be supported by a multi-channel advertising campaign - including digital, PR and influencer marketing - that builds on the success of the UK launch and in particular the award-winning Angry Babies campaign.