After months of research and development, countless prototypes and ‘back to the drawing board’ moments, bringing a new product to market can be a nerve-wracking experience. In the case of Sipcam Home and Garden, however, all this hard work was instantly rewarded, as the company’s two latest innovations scooped highly coveted awards just hours after being unveiled to the world.

All-new Organic Superfood and Peat-Free Compost Booster have been added to the ecofective® portfolio of products ahead of the 2023 season. As part of the brand’s mission to nurture happy plants and a happy planet, these new introductions were explicitly designed to work in unison with products already on the market, to add additional value for retailers and gardeners and to support the peat-free movement. It is this added value and a fresh look at the category that made this year’s Glee New Product judges select the products as joint winners of the ‘Growing Materials’ award.

Talking after the awards ceremony, Managing Director at Sipcam Home & Garden, Matt Jones, said: “It feels amazing to have won a Glee New Product Award. We’ve worked hard to bring both Peat-Free Compost Booster and Organic Superfood to market. From the research phase to sourcing and reviewing products and creating a packaging design that will help consumers understand the need for feeds like these, it’s been a long but rewarding process and one that is imperative as the consumer shift toward more environmentally conscious purchases. To be recognised for our efforts makes it all worthwhile and shows that we’re on the right track.”

Since the award win, the team has been inundated with well wishes, and has also been contacted by both new and existing customers who want to investigate more collaborative opportunities across the supply chain. Nigel Thompson, Head of Sales at Sipcam Home & Garden, said: “There is no question that the award has placed these new products at the forefront of many people’s minds; something that is already benefiting us and helping to expand our retailer network and stockist listings for 2023. Obviously, this is hugely exciting for us, but we are equally excited about the fact that we are helping to accelerate the popularity of peat-free gardening by giving consumers the confidence in their peat-free gardening projects. For too long, there has been a fear that peat-free equals lesser results, but we’re ready to shout from the rooftops that this could not be farther from the truth and are here to support peat-free growing media suppliers in the same vein.”

To support the introduction of both Peat-Free Compost Booster and Organic Superfood, it has been confirmed that new merchandising tools will be made available to retail customers, including updated wooden stand deals and ‘shelf takers’. Nigel added: “The new products’ packaging has been specifically designed to look different than traditional styles on the shelf. Offering a more high-end feel and benefiting from clear and concise product features and benefits, the Peat-Free Compost Booster’sweather-proof packaging will open new opportunities to locate beyond the typical and increase cross-merchandising opportunities within outdoor growing media displays.”

So, what’s next for Sipcam Home and Garden? Matt Jones says it’s a matter of continuing to innovate and ensuring that its mission of ‘happy plants, happy planet’ continues to resonate. He said: “We have done a lot of work to communicate more effectively regarding our eco credentials, including on-pack information to our recycled packaging and eco formulations, and this is something we will continue to develop in response to retailer feedback. Our ecofective® refills are another element of this. With the RTU to refill ratios holding firm, we believe this is demonstrative of the fact that consumers are moving away from single-use plastic reliance and are looking for ways to minimise its use throughout the home and garden.

“We’d also like to take this opportunity to thank our retail customers for their ongoing support. Every piece of feedback and every order placed is helping to strengthen the Sipcam offering, and we will not take this for granted. We have a great NPD pipeline incoming and know that our brands and their ethos are not just for now but fit for the future of gardening, and we look forward to showing this off in all its glory in 2023 and beyond.”

Find out more

To find out more about the leading product range from Sipcam Home & Garden, visit www.sipcamhg.co.uk.