The Universal Bag

Introducing The Universal Bag – the next generation of re-usable bag, available exclusively at Sainsbury’s and Waitrose, priced at £10. This bag is intended to tackle a range of sustainability problems in one: a desirable, durable, reusable, 100% recycled and 100% recyclable tote bag for everyone to take everywhere for everything.

Designed by Anya Hindmarch and made by Solent Group, this is a unique collaboration across supermarkets with each supermarket working with us on an exclusive design and colour which they will sell exclusively in their stores. The Sainsbury’s edition will launch in the UK from early December and Waitrose’s edition will launch late January, both priced at £10.

The Next Generation

In the years since our projects I Am Not A Plastic Bag and I Am A Plastic Bag, use of single-use plastic bags has reduced dramatically. But it’s not enough. Many reusable bags get forgotten under the kitchen sink, used only a few times, or even thrown away, as it’s tricky or impossible to recycle them. As a more considered purchase, The Universal Bag is intended to inspire a reuse mindset. Its recycling mechanism – an innovative built-in returns pouch – prevents contamination and ensures 100% recyclability. It is also made from 100% recycled materials and is guaranteed to carry your shopping for 10 years.


For any further questions, please visit the retailer’s website.