OceanSaver secures £1.9m to put plastic-free cleaning products on more supermarket shelves
This article covers OceanSaver, a greentech startup, which has raised £1.9m from Mercia Ventures through the Northern Powerhouse Investment Fund II to expand its plastic-free household cleaning range into more supermarket shelves. The funding will support product development, retailer rollout and hiring as the startup targets faster growth in the £6bn UK home cleaning and laundry market.
OceanSaver, a greentech startup based in Leeds, has raised £1.9m from Mercia Ventures as part of the Northern Powerhouse Investment Fund II to expand its plastic-free household cleaning range into more supermarket shelves. The funding will support product development, retailer rollout and hiring as the company targets faster growth in the £6bn UK home cleaning and laundry market.
Why it matters
Household cleaning is a large, low-margin category where product switching is hard but scale can deliver meaningful environmental impact. OceanSaver already supplies Tesco, ASDA, Co-op, Waitrose and Ocado, and says it has removed more than 15 million pieces of plastic from the waste stream in the last two years. For consumers seeking lower-plastic alternatives that aim to match mainstream price and performance, wider supermarket distribution can translate into real reductions in single-use plastic.
The deal also illustrates continuing appetite from investors for greentech consumer brands that combine retail traction with measurable sustainability claims.
Inside the product
OceanSaver sells dishwasher tablets, laundry detergents and cleaning spray refills formulated to avoid plastic packaging and what it describes as harmful chemicals. The company launched its Pearl dishwasher tablets in May and reports strong growth in both dishwasher and laundry categories.
Key product and impact details:
- Current range: dishwasher tablets, laundry detergents, cleaning spray refills.
- Retail presence: stocked by Tesco, ASDA, Co-op, Waitrose and Ocado.
- Environmental claims: more than 15 million pieces of plastic saved in two years, including nearly 1 million plastic bottles and about 500,000 soft plastic packs.
- Social commitment: 1% of turnover donated to the Blue Marine Foundation, a UK ocean charity.
OceanSaver reports a turnover increase of over 60% in the past 12 months and says it is the UK’s fastest growing dishwasher and laundry brand, following the Pearl launch. The company aims to expand its range and access additional retailers using the new funding.
Who are the investors?
The round is reported as £1.9m from Mercia Ventures, deployed through the Northern Powerhouse Investment Fund II (NPIF II). The NPIF II is positioned to support businesses that offer sustainability solutions and local economic growth.
In the announcement, Will Schaffer, Investor at Mercia Ventures, said:
The UK market for home cleaning and laundry products is worth over £6bn market but trends are changing. As consumers become more concerned about plastic waste and pollution, there is a steady shift toward eco-friendly products. OceanSaver’s products are an appealing choice as they enable consumers to live more sustainably without spending more. The company is well placed to take advantage of the shifting plates and expand its market share.
In the announcement, Lizzy Upton, Investor at British Business Bank, said:
Driving forward the sustainable economy is one of the core aims of NPIF II, ensuring we’re supporting businesses that are creating real-world solutions to the growing threat of climate change. All from a Yorkshire base, OceanSaver is doing exactly this, catering to growing consumer demand while providing a product that better protects our planet. Our region is full of forward-thinking, eco-conscious businesses, and NPIF II is primed to continue supporting them.
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Founder perspective
In the announcement, Rhys Harvey, CEO at OceanSaver, said:
The ocean acts as the planet’s life-support system, producing 90% of our oxygen and removing CO2 from the atmosphere. Ocean health begins at home, with what we put down the drain and in the bin. OceanSaver has made a really positive start but still has a long way to go. This funding will enable us to reach out to more customers to show them that little everyday changes really do add up.
OceanSaver is currently a team of 12 and expects to double headcount over the next three years. The company has set a goal of growing turnover six-fold to reach £30m by 2030, a target that depends on continued retail listings and sustained consumer demand.
The bigger picture
The funding sits at the intersection of retail consolidation, consumer sustainability trends and regional investment programmes. Grocery buyers are increasingly open to alternatives that reduce plastic waste if they do not add cost or compromise performance. For investors and policy programmes focused on green jobs and circular-economy outcomes, household brands that combine measurable impact with mainstream retail distribution are an attractive route to scale.
OceanSaver’s raise also highlights the role of regional funds and programmes such as NPIF II in backing consumer-focused greentech ventures outside London. If the company converts retail listings into repeat purchasing at scale, it will offer a practical example of how UK consumer brands can drive incremental environmental change through existing shopping habits.
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