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Thrive Market's Refill-at-Home Cleaner Uses Pouched Concentrates

E-retailer Thrive Market's new Rosey line of household cleaners includes three products offered as a liquid concentrate in a pouch, accompanied by a counter-worthy, reusable glass bottle.

Thrive Market’s new Rosey line of household cleaning products includes three refill/reuse option, pairing concentrate in a flexible pouch with counter-worthy, reusable glass bottles.
Thrive Market’s new Rosey line of household cleaning products includes three refill/reuse option, pairing concentrate in a flexible pouch with counter-worthy, reusable glass bottles.

Not to be outdone by their big brand competitors, such as SC Johnson and Reckitt Benckiser, in the area of refillable and reusable packaging, direct-to-consumer (D2C) companies continue to launch innovative, design-forward refill/reuse systems for household cleaning products. Among them is Thrive Market, a membership-driven e-retailer that curates a range of healthy, affordable, and sustainable products that include food and beverage, health and beauty, baby, and pet products, among others. Described as “Costco meets Whole Foods,” Thrive Market has more than 6,000 products from which to choose, including 600-plus of its own-brand offerings. In March 2022, it launched Rosey by Thrive Market, a 28-SKU line of planet-friendly household cleaning essentials. Representing Thrive Market's first foray into reusable packaging, the line includes three liquid cleaning concentrates in flexible pouches that can be used with three beautifully designed, minimally branded reusable glass bottles.


Read article   Read related article, “SC Johnson, Reckitt Benckiser Get in the Reusable Packaging Game.”


According to Christine McNerney, senior director of Home, Health + Beauty for the e-retailer, Thrive Market launched Rosey to meet the all-time-high demand for household cleaning products, driven by the pandemic, the back-to-school season, “and everything in-between,” she says. “Consumers are looking for high-performing, high-quality, and affordable home cleaning goods: enter, Rosey. The new line features a refillable, reusable cleaning system and squeezes in two 16-ounce bottles worth of cleaner in one four-ounce pouch [the formula is 8x concentrated].”

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