Driven by the desire to reduce the consumption of single-use plastic, new housewares brand Smidge will launch 90 products at Spring Fair, which takes place from February 3 to February 7 at the NEC in Birmingham.
Smidge said its range, which covers a wide variety of categories from on-the-go through to everyday household usage, includes ‘a unique 100% bio-degradable and recyclable formulation that means no plastic or melamine makes it into the environment’. It will be on display in Hall 9.0 D30-E31.
Targeted at consumers who want to engage in more environmentally-friendly consumption, the brand said its philosophy is simple: ‘Responsible, affordable, optimistic; giving the consumer a different choice. Smidge doesn’t want to take over the world – we simply want to enable consumers to make that small change which together can make a big difference.’