New digital renewable energy company Pure Planet has been launched to operate as a sustainable, clean electricity supplier for the British energy market.

The brand has been formed by a team comprising Andrew Ralston, Steven Day, Chris Alliott, and Tom Alexander, who respetively founded Virgin Mobile, Orange, T-Mobile, and EE.

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Pure Planet is the first energy supplier to be app-only, using an artificial intelligence bot to deliver required customer service.

The supplier offers energy at low-cost prices with no markup. This means that customers do not pay more than what Pure Planet pays for the energy on the wholesale market.

Pure Planet enters the market with one tariff and has a nominal monthly membership fee that includes a standing charge and covers the company’s margin.

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"Pure Planet is designed to give Britain’s 28 million consumers fresh, clean, 100% renewable energy."

Pure Planet's co-founder and chief executive officer (CEO) Andrew Ralston said: “Pure Planet is designed to give Britain’s 28 million consumers fresh, clean, 100% renewable energy for a lower price than power that pollutes.

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“We’re using modern digital technology and our telecommunications experience to bring better prices and better service to the UK energy market.

“From now on, there is no excuse not to choose renewable energy. It’s now cheaper and much better value than the alternative. And it doesn’t pollute the environment, it’s better for us all, and better for the planet.”

The Pure Planet service runs on the company’s mobile app, available on Android and iOS operating systems.

Members can also tap into the Pure Planet online community to get help and share advice.