Cello-brating no cellos

Sales boost as Toasted Crumpet goes completely naked with all cards


It’s cello-bration time at Toasted Crumpet as the publisher is now happily completely naked – yes, there is not a shred of cellowrap on any of its cards now.

Founder and creative director Jo Clarke decided back in July to commit to going cello-free across all ranges and now, four months on, it’s proven an excellent decision with a really positive effect on sales.

Above: The clasp informs customers how they’re helping the planet
Above: The clasp informs customers how they’re helping the planet

“We were seeing more customers than ever opting to have their orders from us cello free,” Jo explained, “and now all of our greeting cards are cello free, we’re really pleased to see an uptick in card sales. Our cards are printed on a beautifully-textured uncoated and sustainably-sourced card stock and look amazing when out of their cellos – it’s no coincidence our two best-selling card ranges have only ever been available cello-free.”

Already an environmentally-conscious business, Toasted Crumped is a paid-up member of On Product Recycling Logo (OPRL) alongside big retailers like M&S to ensure all packaging is clearly labelled with disposal information, so going naked was a natural progression as part of its ongoing commitment to limit any negative environmental impact and to operate as sustainably as possible.

Following the successful transition Jo said the feedback from customers and stockists has been overwhelmingly supportive, cementing the publisher’s continued commitment to producing its full 550-plus greeting card product range in the most environmentally-sustainable way.

Above: Jo Clarke is determined to stay eco-friendly
Above: Jo Clarke is determined to stay eco-friendly

She added: “We absolutely adore the great outdoors, and it inspires us with everything we do here at Toasted Crumpet. With every new product we launch we’re always thinking in a huge amount of detail about its environmental impact, and we do the very best we can to limit any negative effects it may have on our world.

“We redesigned our eco-clasps to make them more robust and to reinforce the positive messaging to consumers that they can directly benefit the environment and make a real difference – we’ve estimated that going cello free means we can save around 1.5 tonnes of single-use plastic going to landfill per year. That’s huge!”

Top: New for 2023, Toasted Crumpet’s The Mulberry Collection is all cello-free

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