Sustainable brand Smidge unveiled

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From British housewares company Horwood comes a sustainable-focused brand delivering a first-to-market 100 per cent natural and biodegradable formula


With the aim of reducing consumption of plastic, Horwood recently launched a new sustainable brand, Smidge, which debuted at the Spring shows, including Spring Fair, Ambiente and, more recently, Chicago Housewares Show.

Delivering affordable, fashionable, fully reusable and recyclable kitchenware and tableware, Smidge products feature a first-to-market 100 per cent natural and bio-degradable formulation that means no plastic or melamine makes it into the environment.         

With an initial launch of 80 products, Smidge offers a wide choice of sizes and naturally inspired colourways, giving consumers the opportunity to mix and match throughout categories, from on-the-go through to kitchen prep and tableware, and including everything from slice-and-dice chopping boards, bowl covers and on-the-go coffee cups, to mugs, bowls, plates and cutlery.

James Robinson, Smidge marketing manager, says: “Smidge is a brand with a responsibility to offer genuine products which are a ‘Smidge’ kinder on the environment. It is targeted toward the consumer that wants to reduce the use of plastic in their everyday lives.”

What’s more, for every product purchased from its Natural Collection, Smidge will donate 10p to the Marine Conservation Society.

Find Smidge at Exclusively Housewares, June 11-12, Business Design Centre, London.


www.wearesmidge.com