Pure Planet, a new renewable energy business that operates through a digital model, has been launched in the UK to provide clean sustainable energy to the consumer energy market.

The new challenger brand has been created by an experienced team that includes the founders of Orange, Virgin Mobile, EE and T-Mobile.

Pure Planet is changing the energy market by delivering the first app-only product. Its business will use artificial intelligence robots to deliver customer service and to optimise operations so that they are efficient and cost-effective.

There is currently one tariff available from the new market entrant. The offer requires members to sign up with a nominal monthly fee for membership. This includes a figure for standing charges and provides the brand's margin.

Pure Plant is hoping to give Britain's energy consumer base of 28 million buyers the change to buy clean, fresh and 100pc sustainable renewable energy delivered in a revolutionary new way.

Its CEO and co-founder, Andrew Ralston, said that the Pure Planet brand would also be able to give customers a cheaper price than the tariffs offered by polluting fossil fuel providers.

He explained that the business would be combining revolutionary digital technology and in-depth telecoms experience from its founding team to bring better service and prices to Britain's energy market.

He added that there was now no excuse for customers not to choose clean green energy as it offers better value than fossil fuel alternatives.

The Pure Plant service app runs on iOS and Android. There is also an online community where Pure Planet members will share advice and get help.

The new launch is yet another example of how appealing green energy is becoming by meeting customer demand for a cleaner way to power their lives.