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The average lifetime for a garment in the UK is just two years with an estimated £30bn of unused clothing hanging in consumer’s wardrobes. And yet, still we shop for more.

Society has not only become reliant on fast-food and single use plastic. Fashion has become the fourth largest environmental impact after housing, transport and food, and one which many of us forget about.

Gone are the days when we patch up a hole or replace a button; each week we buy 38 million items with 11 million of them going into landfill. Nevertheless, there are plenty of brands encouraging us to recycle, reuse and rent. Fashion rental is relatively new to the UK, but we’ve found some top brands leading the way, which means consumers are not only being kind to the planet, but also kind to their bank accounts.


Over the past three decades Rokit has recycled over a million tonnes of discarded clothing and accessories. Under one of the UK’s biggest vintage warehouses, the vintage clothing company sells hundreds of one of a kind pieces that are hand selected and sent daily to their four London stores and added to their ecommerce website.

Each garment is laundered, pressed and carefully mended if needed. Any unusable styles are transformed by the Rokit Recycled team who create and customise pieces.

Back in 2019 Rokit collaborated with London College of Fashion where students were tasked to create a capsule collection re-using and re-working existing garments supplied by Rokit. The winning collections were showcased in the window displays in Rokit’s Covent Garden and Brick Lane stores during London Fashion Week SS19.

Here’s to more great collaborations and sustainable pieces at 2020’s London Fashion Week.


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MY WARDROBE HQ is a fashion rental marketplace based in the UK where consumers can access both current and past season designers’ collections as well as pre-loved pieces from individual’s wardrobes on a rent and buy model.

The sustainable fashion brand doesn’t stop there either; they host an array of events at their Brompton Cross store from pre-slopes workout with a KX trainer to meditation and healing sessions.

Most recently, they have launched a pop-up store in Liberty London. Between 11th February and 31st March 2020, MY WARDROBE HQ will bring fashion rental to Liberty London’s Great Marlborough Street store with a specially curated rental edit of event wear – a real first for retail.


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Girl Meets Dress

Girl Meets Dress is a luxury dress hire site for special occasion outfits. Offering designer dress hire to women in the UK and Europe, you can borrow a maximum of three dresses at one time for either two or seven nights.

Consumers can rent a dress from a selection of 4,000 pieces from over 200 designers including Self Portrait, Stella McCartney, Marc Jacobs and many more. There is the option to visit their showroom located in Fulham or have the items delivered home and then sent back after the event.

As winner of awards such as the Drapers ‘Best Innovation’ award and the Redbull Future 50 Top 10, Girls Meets Dress is going from strength to strength. Don’t take our word for it though – check out the dresses for yourself!


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Style Lend

Founding Style Lend six years ago, Lona Alia wanted to help women around the world have access to the world’s most coveted closets and in the process to promote sustainable fashion consumption. Their tagline Fashion Can Save the World is integrated across all strategy and business decisions within the company.

The ecommerce start-up site hosts hundreds of designer clothing that users can rent for a fraction of the cost and return after a few days. The difference, however, is that the clothes belong to someone else. Alongside their rent offering, Style Lend also allows women to monetize their dresses by lending them out to other women, without having to sell them.

Style Lend teaches and encourages us to make a positive impact by consuming fashion in a different way. Their social media channels not only host images of their beautiful products, but also provide tips on how to keep your wardrobe ethical.


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Clothes Doctor

Clothes Doctor is an online clothing maintenance service providing clothes repairs, alterations and restoration treatments alongside their eco-friendly clothing care products. Founded in 2017 by Lulu O’Connor, the brand’s aim is to help modern consumers love their clothes for longer.

Through their services, products, inspirational videos and blogs, and sustainable partnerships, Clothes Doctor encourages consumers to love their wardrobe whilst contributing to a more sustainable lifestyle.

All Clothes Doctor products are made in the UK and are vegan, cruelty-free, and free from plastic. That all sounds amazing, right?


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TRAID is little different from the rest of the clothing brands in this blog. They are a charity working to stop clothes from being thrown away and, where possible, turning clothes waste into funds and resources to reduce the environmental and social impacts.

TRAID achieves their goals by providing a network of over 1,500 charity clothes banks, home collections and charity shops diverting around 3,000 tonnes of clothes from landfill and incineration every year.
Clothes are given to TRAID as cast offs and waste which they transform into high quality stock for their charity shops. All funds raised by TRAID contribute to global projects improving conditions and working practices in the textile industry.


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If you are launching a new product or would like to raise awareness of your sustainability work for your brand or business, get in touch with our Consumer PR team today to find out how we can convey your key messages to the UK media.

Read more on our consumer case studies here.

Brands putting the brakes on fast fashion

We know all about ethical fashion brands and most of us are conscious about where our clothes are made. However, what about sustainable fashion? The sustainable fashion industry refers to the production of clothing and its effects on the environment. Ideally, we want to wear brands that are both ethical and sustainable.

As the world becomes more conscious about their carbon emission and people continue to shout about sustainability, both sustainable and ethical fashion brands are becoming more available to us.

Here are five brands that you can support knowing you are doing good for the planet whilst also looking great.

Brothers We Stand

This ethical and sustainable men’s clothing brand makes sure every product has a positive social or environmental impact. Some products may be made in a wind-powered factory with a carbon footprint 90% lower than that of a conventional garment, whilst others could be made by small Fairtrade factory in southern India.

Brothers We Stand requires the designers and brands that manufacture products in their collection to provide them with a full breakdown of their supply chains whilst partner brands are required to provide clear evidence of the added value their processes or suppliers offer to communities and to the environment.

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ColieCo Lingerie

ColieCo produces ethically handmade, eco-friendly lingerie, underwear and swimwear in a small, home-based studio by the sea in Sagres, Portugal.

The business’ care for the environment is at the heart of their decision-making and embedded in their business model. They regard their commitment to the environment as important as the fun, simple and striking design they create.

ColieCo uses organic, recycled, re-used and reclaimed fabrics, minimising textile waste, and working with line ends and local suppliers to control their carbon footprint. They use renewable energy to power their studio, package orders using only biodegradable and recyclable materials, and are always working on new ways to make their processes greener.

They also appreciate that every body (and everybody) is unique, and welcome requests for custom-sized garments. Could they get any better?

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Nancy Dee

Nancy Dee provide a unique range of ethical and eco women’s fashion. Exclusively designed and made in Britain the label was created in 2008 by Seraphina Davis who has a passionate belief that responsible fashion is possible without compromising on quality or design.

Inspired by contemporary classic designs and specializing in jersey, Nancy Dee’s offers versatile pieces that translate easily from day to night and season to season, ensuring that their products stand the test of time.

Mostly made from renewable natural sources such as bamboo and organic cotton the company also use Modal, an eco-friendly man-made material originating from beech wood. Some items are made using up-cycled material that would otherwise be consigned to landfill.

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Antiform, Bristol-based fashion brand, entices consumers with their mantra Clothing with An Irregular Twist.

Antiform pushes the boundaries of ethical and sustainable design by using reclaimed materials and mixing fashion forward shapes with heritage craft. All the materials and workmanship involved in the production of Antiform clothing is sourced within the UK, and local to their studio if possible.

The brand was established by Lizzie Harrison in 2007 and is run by an experienced team of local designers, researchers and communicators.

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Thought, initially branded as Braintree Clothing, started in the heat of Australia back in 1995 with the desire to wear and create natural and cool clothing.

In 2002 Thought’s founder, John Snare, took the fledgling brand to the UK and opened pop-up shops on London’s famous Portobello Road and at Camden Lock market resulting in huge success for the brand.

From their simple collection of ramie and hemp to the present day’s contemporary clothing Thought’s collections and fabrics have grown organically over time into a range of bamboo and organic cotton clothing. Using only natural and sustainable fabrics the fashion brand thoughtfully crafts pieces designed to work together, so customers can build an elegant wardrobe with ease.

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Would you like a little help to get your sustainable or ethical business in the front line of the new year? Get in touch now to see how our team of experts can help.

The greenest clothing brands you need to know about

It’s estimated that around five billion disposable coffee cups are used every year in the UK with about 1 in 400 being recycled. Although our coffee intake sees no sign of waning, encouragingly, consumers are beginning to take their own flasks into coffee shops to reduce these numbers.

But what about coffee pods? Did you forget about those? Unfortunately, most coffee capsules contain plastic and are only ever used once, rapidly expanding that pile of rubbish that will take hundreds of years to decompose.

Nevertheless, there are many wonderful brands making biodegradable and compostable coffee capsules that still taste great. Look at our top picks:

CRU Kafe

CRU Kafe has launched 100% recyclable coffee capsules, which are also 100% organic and certified by Soil Association and Fairtrade. After rigorously testing every compostable option currently available, CRU Kafe chose to become 100% aluminum. This guarantees full recyclability, an airtight oxygen barrier and complete freshness. As the most recyclable of all materials out there, it can be melted down and reformed without losing any of its quality.

Since starting out five years ago, Notting Hill-born CRU Kafe have been producing Nespresso-compatible organic capsules ensuring they only work with farmers and co-operatives that are reinvesting their profits back into their communities.


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Coffee & Kin

Coffee & Kin’s journey started when a husband and wife team, Mark and Ruth, wanted to recreate the coffee shop experience at home. Using speciality grade coffee but without the pollution of plastic on our planet and in our oceans, Coffee & Kin was born.

Coffee & Kin proudly carry the ‘Plastic Free Trustmark logo’. Their 100% plastic free, biodegradable pods are fully compostable and are brewed using ethically sourced, 100% speciality Arabica beans.
By ensuring their beans are ethically sourced at fair prices and ensuring no more unnecessary plastic is damaging the planet, consumers can drink their morning cuppa with copious smiles.


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Lost Sheep

Using the latest in advancements in compost-ability technology, Lost Sheep have deviated from the status quo and created their coffee capsules predominantly from wood bark. Professionally known as lignin, the bark is taken from waste generated by the paper processing industry that can no longer be used.

As it is 100% natural the product can compost to absolutely nothing in a matter of weeks. To match their green credentials of the pods the outer packaging is also environmentally friendly and 100% recyclable.

Lost Sheep’s Nespresso compatible capsules are fully certified by the Gold standard of certification companies TUV Austria who have awarded the capsule the much coveted ‘OK Compostable’ certification. We’ll take some of that on a lazy Sunday morning!


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Colonna has worked hard to achieve the perfect and consistent coffee extraction along with the bonus of compostable capsules. The brand makes their high-end coffee capsules by crafting them out of aluminum that can then be rinsed out and recycled.

Colonna’s fascination with the science of making the perfect brew has seen their founder, Maxwell, crowned three-time UK Barista champion. The coffee in their Nespresso-friendly capsules has been roasted and ground in line with a specific recipe. This ensures that you and your taste-buds get maximum enjoyment out of your morning caffeine kickstart.

The website also encourages consumers to recycle their pods with a handy step by step guide. Champion of coffee and continued efforts to save our planet!


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Roar Gill

Hailed by the Independent online as the Best Indy Buy for Eco Pods at the end of last year, Roar Gill use a cutting-edge cornstarch-based bioplastic to create their coffee pods, and the packaging they come in, making them 100% compostable.

The brand is also conscious about the carbon used in the production process and manufacture their capsules using only renewable sources of energy. They boast a carbon offset of 29,603 sea miles when transporting their coffee from farmer to capsule. Made from Fairtrade, organic beans that are bought at a fair price from their growers, the coffee in these pods tastes as artisan as it is eco.


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Blue Goose

Blue Goose are embracing biodegradable coffee pod technology with their new range of eco coffee capsules. They use single-origin organic coffee and zero single-use plastic.
Their organic coffee pods are compatible with Nespresso, made from wood bark and guaranteed to turn into compost within 12 weeks.

Aware of the impact the coffee farming market can have on the environment, Blue Goose ensure they source organic-grown coffees, and work with WellWishers Ethiopia and the Bale Mountain Conservation Project to support and protect local ecosystems, wildlife habitats and the prosperity of those living in their coffee origins.

Blue Goose pods are produced using renewable energy, packaged in sustainably sourced, recyclable cardboard and printed using vegetable inks. To top it all off, they ensure the taste of their coffee matches it’s impressive eco credentials, by only using the highest quality Arabica beans.


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Moving Beans

Another unique plastic replacement, Moving Beans create coffee pods that are made from only plant-based materials, derived from sugar cane and sugar beet. They contain no aluminum or hydrocarbon plastics and neither does their packaging. Don’t worry, they may be made from wood, but they taste nothing like it.

Your coffee habit will be kept happy thanks to this brands carefully sourced and roasted beans.


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If you’re a sustainable brand in need of PR, please get in touch today to see how our team of experts can help you achieve your goals.

Eco-friendly coffee capsules for a guilt-free cup of joe

We know we use too much plastic and we know that we need to recycle more. Food packaging is at the top of a long list for single (and very short use) plastic that we dump into the ground every day.

40% of food packaging ends up in landfill; that’s equivalent to nine million tons of plastic packaging waste. 32% of this manages to leak out of collecting and sorting systems and finally ends up in the ground and ocean.

These numbers appear very depressing, but they also kick start consumers and brands into taking action and changing habits. We’ve looked at the food brands that are making a big difference to our planet.


Tideford cook up a range of organic vegan soups, sauces and pestos that are all made in their kitchens in Devon. Everything is organic, vegan, gluten free, nut free and with no added sugar.

Alongside their delicious products, Tideford are launching a challenge to find an alternative to plastic. All their soup pots are recyclable already, and now they’re working with suppliers, experts and top universities to find a more environmentally friendly and sustainable way to get their soups, sauces and miso out into the world.

Whilst always trying to improve their own carbon footprint, they are also educating consumers on how they can live a heathy and sustainable lifestyle. From blogs on recycling your Tideford soup pots to build a bee house to music festivals and vegan fashion shows, Tideford are making many small changes with a big impact.

Pukka Herbs

Pukka uses an organic string to hold their staple-free and plastic-free tea bag together so tea drinkers can rest assured there is no plastic in their cup of tea and their tea bag is compostable as well as 100% biodegradable.

After four years of research and development, they are now rolling out a recyclable polypropylene-free envelope across their herbal blends range.

In 2017 Pukka began to map their carbon footprint, breaking down their total carbon output from ‘crop to cup’. Now they’re using this data to inform science-based carbon reduction targets and join global efforts to limit warming to less than two degrees.

White’s Oats

As part of their efforts to become a more environmentally responsible brand, White’s Oats have relaunched their Organic Jumbo Oats in a new recyclable paper bag. White’s are a member of the On Pack Recycling Logo scheme and the new pack carries a clear and unambiguous recycling logo on both the front and back of the pack allowing them to stand proud next to competitor brands.

Recently awarded Best Breakfast Product at the UK Quality Food and Drink Awards, the accolade recognises and celebrates outstanding products from UK producers alongside continuous innovative and cumulative efforts to acknowledge consumer concerns around provenance, environment and sustainability.


Ecover is a Belgian company that produces ecologically sound cleaning products made from plant-based and mineral ingredients. They promote clean plant-based biodegradable ingredients, clean recycled bottles and a clean, zero-waste certified factory.

Ecover have pulled the plug on plastic packaging with their brand-new washing up liquid bottle, made from 100% recyclable plastic and re-designed cap that is made of 50% recycled plastic.

The contents of the bottle might interest you too. Ecover have worked with a Belgian beer manufacturer to put some brewery waste ingredients into their new washing up liquid. The formula includes at least 25% waste ingredients from the beer brewing process (water + ethanol). Sound tasty? I wouldn’t recommend drinking it.

Seed and Bean

Vegan and organic chocolate is on the rise but zero-waste chocolate can be a challenge to find. Seed and Bean uses organic ingredients and small scale suppliers to create bold and wild chocolate flavours and wrap their bars up in 100% compostable packaging.

Seed and Bean use packaging like Natureflex, a specially sourced, flexible cellulose film, crafted from eucalyptus wood pulp. As the first chocolate company in the UK to take this amazing zero-waste step, they’re miles ahead of other brands in the market. The chocolate inside comes in some fascinating flavours too. Choose from sweet orange and thyme or coconut and raspberry to tickle your taste buds.


This British skincare brand refuses to turn a blind eye to waste. WiDEYE are proud to have a huge range of totally package free products, like bath bombs and sugar scrubs. Their other exfoliators, cleansers, washes and masks come in metal tins and they stock zero waste bars of shampoo too. Natural ingredients go into their products, so they don’t harm nature’s work in the process.

BOL Foods

A plant-based diet can cut consumers carbon footprint by 50% and BOL Foods make tasty plant-based ready meals to help busy people eat more vegetables and be kinder to the planet.

BOL jars have been designed to be 100% re-usable so when consumers have finished, they can fill them with something inspiring; be that a plant, popcorn or wishes. The brand promotes the reuse of these jars with suggestions on their website and the use of the hashtag #dontwastecreate.

If you’re a sustainable brand in need of PR, please get in touch today to see how our team of experts can help you achieve your goals.

Food brands leading the way for sustainable packaging

Around 8.5 million people in the UK have opted for a gluten free diet. Whether this is due to serious health issues like celiac disease or an intolerance that can cause discomfort to daily lives, those that have made the change are having to turn to alternative food brands.

When on a gluten-free diet, a trip to the supermarket can be a daunting and stressful experience where consumers are subjected to a small section of an aisle and, often having to splash the cash on a limited range of products.

Have no fear though, because times are changing, and supermarkets are offering an ever-widening range of suitable foods. We’ve looked at some top gluten-free brands available to you:


BFree opened their doors in 2011 with a goal to bring customers gluten and wheat free alternatives for their everyday favourite baked goods. Since then they have expanded beyond the UK into the US, Australia and Scandinavia, among others.

Always with the customer at its heart, BFree founder Ronan McNamee and General Manager Alex Murphy took to research and test-marketing in a pop-up shop off Dublin’s Grafton Street. The pop-up planned to be open for two weeks but stayed for three months and within that time received irreplaceable feedback from customers.

Today, BFree owns 10% of the free-from segment in the UK with the US as their strongest emerging marketing accounting for 40% of sales. Constantly innovating and making products accessible to every dietary requirement, BFree offers a range of rolls, wraps, bread and more.

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Mr Lee’s Noodles

Mr Lee’s Noodles not only taste great but have a wonderful story behind the brand. After being diagnosed with cancer and told he had a few weeks to live, Damien Lee, founder and CEO of Mr Lee’s Noodles, had to adopt a totally different lifestyle which meant sacrificing his guilty pleasure of instant noodles.

So, after surviving cancer he decided to launch his own instant noodle brand. Specialising in gluten-free, gourmet, and healthy rice noodle cups using noodles sourced directly from Vietnam, real meat, and no MSG’s, artificial flavourings or additives, award-winning Mr Lee’s Noodles now retails across the UK, Germany, Australia, America and Scandinavia.

With the instant noodle market worth over £40bn, Lee has had to work to make Mr Lee’s Noodles stand out to consumers and, by taking the approach of ‘thinking global, not local’, he chose to launch Mr Lee’s Noodles with a .com website to attract as much international custom as possible.

We think Mr Lee’s story is fantastic and he also produces some pretty great noodles too.

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Schär’s mission is to make consumer’s gluten free life easier. Their vast range of products include bread, roll, crackers, ice cream, biscuits, pizza and flour for home baking.

The brand not only supplies a huge range of gluten-free products but also educates consumers on gluten intolerances and how you can still eat delicious food with little inconvenience. Their website hosts the usual recipe inspiration alongside a range of guides on the best rated stores to buy gluten-free products, the best places to eat out and even the best hotels to stay in when travelling. Super helpful for the gluten-free traveller.

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The White Rabbit Pizza Co.

Matteo and Nick met whilst working at the White Rabbit Pub in Oxford where Matteo was a chef in the kitchen and Nick behind the bar.

Matteo was using his skills and traditional Italian recipes to refine the existing pub pizza menu, but at the same time, the pub was being inundated with requests for free-from versions.

Matteo and Nick began to develop a unique ‘free-from’ Italian recipe and after a year of refinement and customer taste testing The White Rabbit Pizza Company was born. Matteo designed the ever-growing artisan bakehouse from scratch providing the brand’s competitive advantage.

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Borough 22’s Gluten Free Doughnuts

Admittedly not available in a supermarket, but we wanted to hail the London based gluten free doughnuts from BOROUGH 22. The brainchild of Ryan Panchoo back in 2011 after his wife and children began suffering with gluten and dairy intolerances. On family outings it became evident that there were very few multi-allergen friendly products and a severe lack of quality in the few choices that were offered.

Three years later, in 2014, after many hours of research and tweaking, Panchoo crafted a recipe for firstly gluten free, then dairy and soya free and finally egg free doughnuts meaning they were completely vegan too.

Nominated for several industry awards including the Silver Award in the Free From Eating Out Awards 2016 and a Great Taste Award for his cinnamon sugared doughnut these doughnuts are a guilty pleasure well worth it.

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If you would like to find out more about how we could support your business then why not get in touch today or read about Ethique, the world’s first zero-waste beauty brand.

Gluten free brands available in your local supermarket

We often think we are reducing our environmental impact when we chuck our plastic bottles in the recycling bin. Job done. However, it may come as a surprise to some that a great deal of our plastic cannot be recycled at all.

Although changing to a zero-waste lifestyle is daunting, and pretty much impossible for the average person, there are changes we can make to reduce our environmental impact. An easy place to start is opting for brands that are producing sustainable packaging or switching up your single use plastic for something that will last a little longer.

Whilst these small changes may not feel like much, it’s an important baby step toward a greater goal.

Here are five brands creating sustainable products and packaging:

Roberts Bakery

Roberts Bakery has become the UK’s first bakery company to switch to 100% recyclable packaging for its Bloomer range. The wrapping is recyclable paper with a recyclable clear film, which means it can be put into the home recycling when done.

Roberts Bakery’s plastic usage has been cut by 53% since moving to its new packaging and the brand intends to move to fully paper wrappers in the future with the plan to extend the new packaging to other product lines.

With an estimated 10,700 tonnes of hard-to-recycle plastic wasted by UK bakeries each year we salute their commitment to making all their packaging recyclable or compostable as soon as possible and hope other bread-makers follow suit.

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BeeBee Wraps

BeeBee Wraps are a great alternative to clingfilm and plastic bags. The beeswax wraps are plastic-free and reusable so you can wrap your food, wash once finished, and repeat.

The start-up claims to have saved over 10,497,600 pieces of planet polluting plastic entering the natural world since their humble beginnings in 2016.

BeeBee Wraps also work with carefully chosen partners to create co-branded wraps. As part of Sky’s Plastic Free Pop Up shop on Carnaby Street and via their online shop, BeeBee Wraps created the Sky Ocean Rescue wraps with prints designed by Kate Moss, Sienna Miller, Fearne Cotton, and Cara Delevingne.

All wraps are made with organic cotton, UK beeswax, pine resin and organic jojoba oil allowing food to breathe and helping it stay fresh for longer.

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Healthy Human

Healthy Human’s mission is to inspire people to Live Life Healthy and contribute towards a healthier planet by reducing our use of plastic. The brand’s products include water bottles, cruiser tumblers and metal straws, all of which are plastic-free and reusable.

Not only are Healthy Human’s products good for the planet but when founder, Richard Stanton, set to designing his water bottle he considered everything from ensuring the mouth was large enough for ice cubes, designing a comfortable 3-finger carry lid and guaranteeing bottles keep drinks either hot or cold.

Healthy Human’s are also dedicated to giving back to the community with their ‘Adopt A Highway’ campaign, beach clean-up participations, and many more.

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Pela have created biodegradable phone cases. Due to the average person keeping their phone for 18-24 months there is an insuperable amount of plastic waste just from phone cases alone. Jeremy Lang, Pela founder, decided that he wanted to change this and created a compostable phone case with a zero-waste screen protector.

Thanks to Pela more than 528,112 people have made the switch keeping more than 290,461 pounds of plastic from being produced.

The start-up has raised more than $125,000 for their 1% for the Planet partners and are working towards raising $250,000 to help protect the US coastlines, oceans, parks and wild animals.

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Stasher creates an alternative to plastic tupper wear boxes with their endless reusable and functional platinum-silicone storage bags.

Useful, reusable, and non-toxic, Stasher bags end the tyranny of lids with their patented Pinch-Loc seal and compact design. Consumers can pick from an array of sizes all of which are durable, microwave and dishwasher safe and oven strong.

Their use doesn’t end in the kitchen, Stasher bags can be used for toiletries when travelling, kid’s art pens, electronics at the beach and even a heating pack.

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Read how we worked with the world’s first zero-waste beauty brand Ethique to launch to the UK market. To speak to a member of our award-winning PR and social media teams please get in touch today.

Small changes make a big impact – sustainable packaging

The usual contenders for the best Christmas advert usually consist of a great soundtrack, a cute animal and, hopefully, a tear in the viewer’s eye.

However, 2019 has surprised us with a few brands taking a different route. Walkers have chosen the Queen of Christmas – Mariah Carey, Morrisons made a heart-warming, low-budget video whilst IKEA opted for sardonic humour, and we’re loving it.

John Lewis Partnership and Waitrose & Partners

And partners and partners? Who knows? But what we do know is that this is one of the most anticipated adverts of the year. A first for the John Lewis and Waitrose collaboration, we were introduced to Excitable Edgar, the dragon that continuously spoils other people’s festivities with his inability to control his fire breathing (melts heart – excuse the pun).

Excitable Edgar doesn’t stop there. Anticipating their audience’s usual heart-warming reception, the team have created a cuddly toy, story book, wellington boots and cupcake that consumers are able to purchase in store or online.

Alongside merchandise, Snapchat users can give themselves an Edgar-style makeover using a bespoke filter whilst Twitter has provided an Edgar emoji that will be available until Christmas Day.
The usual complaints of plagiarism have been thrown around this year, but we love the core message of bringing people together and understanding everyone’s quirks and individuality at Christmas.


A controversial option that has the critics split. But the humour and realistic representation of many people’s dread is applaudable and as the company’s first ad – they’ve done well. In all honesty, it’s not overly Christmassy, but the comical representation of the anxiety experienced when hosting over the Christmas period is relatable (and weirdly, the song is kind of catchy).

To tie in with their Christmas campaign, IKEA are hosting a series of in-store events showing customers how easy it is to get their home party-ready from virtual reality makeovers to ‘Christmas Treetorials’. That paired with their bargain Christmas trees they’ve hit home with their campaign this year.


Mariah Carey, Queen of Christmas, and a packet of prawn cocktail crisps. What more could you possibly want?

The advert beings with Mariah performing the famous All I Want For Christmas Is You, 25 years after it’s release, and subsequently fighting over the last packet of Walkers crisps with and an elf, Calum Worthy, until she hits her glass-shattering note and retrieves her prize.

The crisp giant, known for their humour and slogan ‘Too good to share’ have used the advert to entertain the nation and launch their festive flavours for the season. So which packet will you pick?


Crowned this year as the Most Effective Ad by Marketing Week, the campaign ticked all the boxes and scored high marks on emotional impact, people enjoying the ad as well as driving long-term brand growth.

Bringing back the familiar Kevin the Carrot who we have followed since 2016, consumers saw Kevin fending off the ‘Leafy Blinders’, an angry mob of brussels sprouts, and heroically rescued by Tiny Tom.
Similarly, to John Lewis, you can buy Kevin the Carrot merchandise including a one metre Giant Kevin The Carrot Plush. The perfect companion to watch Love Actually on Christmas Day.


It seems that an unexpected entry from Morrisons has taken centre stage and may well have won the heart and souls of the public this Christmas. Filmed on a hand-held camera, it provides a genuine behind-the-scenes look into how the Morrisons team plan and prepare to help communities at Christmas. The advert champions Morrisons commitment to its community, bringing out the Christmas spirit in all.

The advert was pitched to the supermarket by its very own staff members, Pam Abbott and Bev Kelly, who wanted to highlight the importance of helping the homeless and those in need at Christmas.

Do you agree with our choices? To find out how public relations can benefit your business then please get in touch with a member of our award-winning team.

The best Christmas advert of 2019

During the festive season we create three million tonnes of waste and use over 8,000 tonnes of wrapping paper which creates 83 square kilometres of rubbish (some terrifying numbers for you there).

It’s hard to be 100% ethical and sustainable, but consumers can certainly do their bit by making small sustainable switches that have a big impact on the planet.
We’ve put together a range of vegan products that can be gifted this year knowing each will be doing its little bit for the future.

Olivier Burton: A Vegan Watch

The well-known British luxury watch brand, Olivier Burton, launched their own range of vegan watches back in 2016. Founded by best friends and ex-fashion buyers Jemma and Lesa, the brand claims to have acted in response to ‘overwhelming customer response’ for a vegan-friendly option. The vegan watches have been created in-line with their woodland and animal print styles.
Olivia Burton has become one of the UK’s fastest growing fashion watch brands, generating £15 million revenue in 2016 and in the same year snapped up by the US watchmaking company, Movado, for £60 million.

Growing their social media audience organically long before influencer marketing was established and a selective approach to distributors to help to establish demand, the brand’s elegant, antique-meets-modern watches have become a staple for any outfit.

Hotel Chocolat: The All Dark Vegan Chocolate Hamper Collection

Luxury UK chocolate chain Hotel Chocolat has a range of melt-in-the-mouth vegan chocolates and, this Christmas, released their Vegan Chocolate Hamper. Hotel Chocolat’s award-winning vegan range is perfect for vegans and people with dairy-restricted diets creating their flavour with all the power of cocoa and no added milk. Starting out as an online chocolate seller in 1993, Hotel Chocolat has evolved to become a market leading £105m business with 100 stores across the UK. Crucially the brand has carved out a distinct point of difference as the only company in the UK to grow its own cocoa. Championing their growth strategy focused on the democratisation of chocolate, they believe they can make luxury chocolate accessible to all.

Whatever the reason for going vegan, Hotel Chocolat believes there’s no need to give up good chocolate this festive season.

Veganized World: Slogan t-shirts

As the vegan movement grows, plenty of progressive clothing brands are also showing their support for the cause.

Quirky eco-conscious apparel company, Veganized World, are known for their fun and entertaining slogan t-shirts that playfully combine well-known logos with vegan messages. Winner of PETA’s 2017 Best Vegan Slogan T-Shirts and boasting celebrities such as Miley Cyrus, Brazilian model Yasmin Brunet and Australian DJ, Tigerlily, all adorning and promoting their clothing, Veganized World seems to be gaining momentum at great force. The brands strong identity and tone of voice is carried throughout all consumer touch-points including an abundance of veggie puns to keep everyone smiling.


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Bonjour/hi👋 Grape news for all you Montreal friends!🍇 Our tees are FINALLY available locally and at none other than🙌💫 〰 On se voit en boutique😉

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Mad Millie: Vegan Cheese Kit

Mad Millie’s founding objective, As Fresh As Can Be, reflects their goal to make it as easy as possible to be creative in the kitchen whilst minimising unnecessary ingredients and processing. What began as an assortment of cheese kits quickly grew into a full range of more than 30 products; from yoghurt and sauerkraut to skyr, vegan cheese and kombucha.

Mad Millie’s Vegan Cheese Kit contains everything needed to create the perfect vegan cheese. The ideal gift for someone who is vegan or dairy or lactose intolerant is designed to be made in any kitchen with no specialised equipment or experience required. Their vegan product range also offers kits on how to make vegan chocolate, tofu and coconut yoghurt. Something we will certainly be trying out!


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🎄MAD MILLIE KITS ARE NOW AVAILABLE IN THE USA 🎄⁠ .⁠ We are excited to announce that our kits are now available in the USA. Just in time for Christmas gifts! ⁠ .⁠ Our kits are available to purchase online and via selected retail stores. ⁠ .⁠ .⁠ .⁠ .⁠ .⁠ #christmasgifts #giftdeas #gifts #madmilliemade #homemade #diygifts #diy #santastocking #christmasshopping #giftsforher #stockingstuffers #giftsforhim #availableintheUSA

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In 2013 Karris McCulloch and husband Scott launched TheVeganKind; an entirely vegan business that aims to help make veganism mainstream. TheVeganKind curates and delivers two types of subscription boxes that can be delivered to the customer’s door. Choose from the Lifestyle Box (tasty vegan treats) or the Beauty Box (ecological, skin-friendly and cruelty-free beauty products).

Launched in 2013 by Karris McCulloch and husband Scott with the goal to create an entirely vegan business that aims to help make veganism mainstream, TheVeganKind is now shipping over 80,000 boxes each year. Additionally, each month they donate money to animal related charities, and since their launch are proud to announce that over £30,000 has been donated.

If you would like to find out more about how we could support your business then why not get in touch today or read about Ethique, the world’s first zero-waste beauty brand.

Five vegan Christmas gift ideas

Compassion towards animals is not the only reason to become vegetarian or vegan anymore. Environmental and sustainability motivations are now at the forefront of many consumers’ minds.

According to The Vegan Society, the total value of the UK plant-based market was £443 million in 2018 with over half (56%) of Brits adopting vegan buying behaviours, and 1 in 5 considering going vegan. Apparently, nearly four in ten consumers said their top priority is food and drink to be produced in a way that doesn’t harm the environment.

Avoiding food waste, cutting down on meat and ensuring packaging and decorations are as sustainable as possible will certainly be a consideration for many families this Christmas.

We’re looking at the most sustainable food brands for consumers to tuck into this Christmas.


The Riverford box scheme began when founder and farmer Guy Watson started delivering vegetables locally to 30 friends in Devon. Riverford now delivers around 47,000 boxes a week to homes around the UK from four Riverford farms and five sister farms.

Most recently, the company has launched a thought-provoking new advertising campaign highlighting the negative impacts our food choices can have with parallel messaging on ‘Choose Riverford’ and ‘Don’t Choose Riverford’.

Awarded the Best Indie Retailer in the Food Magazine awards 2018 and with Olympic champion Greg Rutherford as their new brand ambassador, Riverford’s popularity is going from strength to strength.
This Christmas Riverford are offering puddings and pies to free-range British turkeys and more. They even have vegan mince pies and nut roasts to please the whole family.


VBites is the world’s leading manufacturer of vegan plant-based food and winner of over 80 international awards including Best Vegan Meat 2017 by Vegan Festival UK and Most Innovative Brand by Veggie Awards 2017.

Making over 130 products at their 100% plant-based facilities across the UK, VBites puts the planet, human health and the welfare of animals at the heart everything they do.

With a large range of products available for Christmas this year including pâtés, the VBite Cheezly range (diary-free cheese) and a meat-free celebration roast, it’s easy for consumers to go meat-free this festive season.

Plant-n-Grow: Grow your own Christmas dinner

Plant-n-Grow promote the reduction of food waste and food miles by encouraging people to adopt their ‘plot-to-plate’ solutions. The start-up provides a range of unique urban growing kits and planters for herbs, vegetables, edible flowers and micro-greens.

This year they’ve created Grow Your Own Christmas Dinner with a vegetable growing kit, cooking accompaniments and a Christmas recipe book to produce a spectacular Christmas Dinner.

Abel & Cole

Abel & Cole have been supplying 100% wild or organic produce for over 30 years. Working with independent farmers, makers and bakers, the company delivers ethical, seasonal and sustainable food right to the customer’s door.

Their on-going initiative, The Low Plastic Shop, is a collection of products either plastic or packaging free with the aim to encourage customers to make small sustainable switches.

This Christmas, Abel & Cole have partnered with Organic Blooms to create an eco-friendly Christmas Table Decoration Kit. Alongside their usual Christmas meal kits, they also offer a pantry full of vegan, gluten-free and dairy-free delights.

If you’re launching a new product or want to grow your brand’s share of voice, our consumer PR team can help take your business to the next level.

With extensive experience in FMCG and food and drink industries we know how to get your brand recognised and in front of the right audience. Get in touch here.

How to keep your Christmas dinner sustainable

The importance of mental health and general well-being continues to gain momentum in both personal and professional spheres. Many consumers are considering more ethically sourced products and are turning to meditation, mindfulness and healthy food and drink alternatives to ensure they stay happy and content in their daily lives.

We explore the brands that are helping consumers to integrate a moment of mindfulness into daily life.


As Google Play Editor’s Choice 2018 and Apple’s App of the Year 2017, Calm has become the must-have app when considering mindfulness and meditation. With 50 million downloads and 700,000 5-star reviews, Calm provides a platform to help users sleep better and reduce stress and anxiety with the help of guided meditations, soothing music, and bedtime stories.

Their successful debut into TV advertising in 2018 presented inner monologues from people who have used the app in their hectic lives. The adverts present a supportive and sincere message, providing viewers with a reason to download the app and learn more about its benefits.

This Works: sleep plus+ pillow spray

This Works provides skincare, a body and bath range and sleep sprays, created by the former Beauty Director of Vogue UK, Kathy Phillips, who is an expert in all thing’s beauty and fitness.

This year, the sleep and skincare brand went beyond the usual marketing campaign and used voice to promote their brand and products. This Works partnered with Send Me A Sample, prompting consumers with voice devices to request a sample of This Work’s famous pillow spray via Google’s Home Assistant or Amazon’s Alexa.

The Original Oatley 

The Original Oatley milk is a popular dairy-free, vegan-friendly milk substitute. The environmentally conscious company has been consistently untraditional in its marketing and advertising tactics and, undoubtedly, it’s working.

Their famous campaign ‘It’s like milk, but made for humans’, has been considered by some to be controversial, however, Oatley maintains they are promoting their dairy-free option by encouraging consumers to think differently.

The brand has also taken an out of the box approach via ‘unadvertising’. Disrupting advertising norms, Oatley displayed a range of billboard ads stating copy such as ‘We spent an insane amount of money on this fancy billboard. Hope someone interested in oats sees it.’ The humour and honesty within Oatley’s marketing undeniably allows the brand to stand out from their competitors.

NEOM: Oil Diffuser

After a successful yet hectic career in journalism, Nicola Elliott decided to launch a product for others with busy lifestyles to encourage well-being, reduce stress, boost energy and lift moods.

In their most recent campaign NEOM has requested their users to send in stories explaining when and why they reach for their ‘NEOM hero’ to get them through the day. Successful entries will become part of NEOM’s upcoming, special campaign and demonstrates how NEOM consistently puts their users’ experience at the forefront of the brand’s ethos. A nice way to incorporate user generated content, as well, providing authenticity and trust.

English Tea Shop 

English Tea Shop is an organic tea company with ethics at the heart of the organisation. When purchasing their products, you become part of their ‘shared value’ policy where they pay Sri Lankan farmers, who produce their tea, above Fairtrade minimum price.

Since its launch in 2010 the company has rapidly entered 50 markets worldwide and most recently, they have revitalised their brand identity and packaging, ensuring this reflects their commitment to celebrating communities from ‘farm to cup’. Selling over 350 million tea bags a year and with plans to double turnover in the UK in five years, the tea-selling business sees no sign of waning.

Do you have a wellness or ethically conscious product or service that you’d like to gain more exposure and business? Speak to our team today  to find out how we could help you achieve your goals.

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