Blueland raises more money to avoid transporting water and reduce single-use plastics – Techdoxx

Deepak Gupta February 17, 2022
Updated 2022/02/17 at 4:40 AM

The cleaning products you use in your home are 99% water. Yes, the same thing that comes out of the tap in your house. With the radical idea that the municipal water system is probably the best way to transport water, blue earth just raised $20 million to expand its successful line of cleaning products into tablet form, in a bid to reduce the use of single-use plastics and end the silliness of transporting water from factory to retail store and from retail store to your home.

Launched in 2019, the brand was the first to bring the tablet form factor to market in a range of cleaning products that promise to avoid single-use plastics forever. Since its inception, the company has accumulated 40 patents (and patents pending) and is preparing to continue its rapid growth trajectory. The company grew over 400% in the past year and has seen an 80% increase in Lifetime Customer Value (LTV), largely driven by expanding its product lines.

The new $20 million funding round was led by a venture firm focused on consumer brands Prelude Growth Partners. To date, the company has raised $35 million from a true who’s who of industry experts and celebrities, including Justin Timberlake, Adrian Grenier, Jennifer Fleiss (Rent the Runway), Nicolas Jammet (Sweetgreen), Nick Green (Thrive Market). ) and others. .

“Looking back to when we first started working on the business, my co-founder John and I were on a mission to eliminate single-use plastic packaging. In fact, it was never about cleaning products. We explored a wide range of potential categories and formats that we could start with. At that time, there was a lot of skepticism,” he laughs. Sarah Paiji Yoo, co-founder and CEO of Blueland.”I feel like I have 20 investors in a row telling me that nobody cares about eco – and that people will not change their behavior for the planet.”

The company is loudly flaunting its green credentials; is a certified and climate neutral certified B Corp — an impressive feat for a company that has also shipped over 10 million products and grown its customer base to over 1 million members. He reckons he’s already stopped a billion plastic bottles from going to landfills in the process.

“Blueland’s high-performance products combined with its mission to eliminate single-use plastic have resulted in unparalleled consumer love in the cleaning category. The brand is one of the fastest growing in its space, with exceptional demand and extremely strong loyalty,” said Alicia Sontag, co-founder and managing partner of Prelude Growth Partners. “We are thrilled to partner with Sarah and John as they continue to build Blueland into an iconic and powerful brand.”

Sarah Paiji Yoo and John Mascari, co-founders of Blueland. Image: provided by Blueland

The company had to make some big tech investments along the way; while most consumer packaged goods (CPG) companies use a contract manufacturer and trust him for their formulations, Blueland had to go a different route as it couldn’t find anyone who could work to its specifications.

“Initially, we didn’t want to formulate everything ourselves, but we didn’t have the luxury of being able to use a contract manufacturer. When we realized that cleaning sprays are 90% water, we decided it wouldn’t make sense to take a traditional approach. We went to all these cleaning product manufacturers—more than a dozen of them—and they all looked at us like we had three heads; like we were stupid,” recalls Yoo. “They didn’t have tablet machines; most of their ingredients come to them as liquids, and they weren’t able to do what we needed. This started a wild goose chase. We talked to everyone from candy makers to vitamin makers trying to find out if the dry format folks could help us with this. The upshot of these conversations was that we would have to formulate our own product. Neither my co-founder nor I are chemists, but we managed to bring in the director of formulation from Method, which is one of the biggest natural cleaning brands in the world. There’s a lot to be proud of – we were the first to bring the tablet format to market in a range of cleaning products, from hand soaps to spray cleaners, laundry and dish detergents. This has allowed us to become the leading cleaning brand that does not use single-use plastic in all our products.

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