Grove Collaborative, a sustainable consumer products company and Certified B Corporation, has announced a multipronged initiative to further solidify its position in the eco-friendly cleaning aisle.

The company is rebranding its flagship Grove Co. line, launching new ready-to-use products in sustainable aluminium packaging, and introducing new natural fragrances.

Rebrand focuses on sustainability and shelf appeal

Grove Co. is receiving a makeover, with a focus on highlighting its commitment to reducing plastic.

The new packaging prioritises aluminium and features prominent illustrations to showcase the natural fragrances used in the products.

Grove Co. said this redesign aims to grab consumers’ attention on store shelves while emphasising the brand’s eco-friendly credentials.

Ready-to-use assortment in aluminium packaging

Grove Co. is also expanding its offerings with a new line of ready-to-use cleaning essentials, including hand soap, dish soap, and concentrated laundry detergent.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

All products come in sustainable aluminium packaging, offering a convenient entry point for consumers seeking to reduce their plastic footprint.

The Grove Co. refresh extends beyond packaging. The brand is introducing a range of new signature scents formulated with natural ingredients that meet strict industry standards.

Celebrating partnerships in sustainability

Grove Collaborative said it recognises the importance of collaboration in achieving its sustainability goals.

The company is highlighting its partnerships with key organisations throughout Earth Month, including:

5 Gyres: A non-profit research and advocacy partner focused on combating plastic pollution.

rePurpose Global: A partner that helps Grove achieve plastic neutrality by recovering ocean-bound plastic waste.

The Nature Conservancy: A partner supporting indigenous-led conservation efforts in the Tongass National Forest, US.

By rebranding Grove Co., launching new sustainable products, and celebrating its partnerships, Grove Collaborative is demonstrating its ongoing commitment to reducing plastic waste and creating a more sustainable future for the consumer products industry.