Global – A bottle made completely from post-consumer and ocean-reclaimed plastics has been launched by Procter & Gamble (P&G) for its flagship Fairy brand of washing-up liquid. The aim of the project is to ‘drive awareness of the issue of ocean plastic pollution, inspire consumers to physically participate in beach clean-ups and recycle household waste’, according to the company.
The bottles comprise 10% plastic collected from oceans and beaches around the world, with the remaining 90% being post-consumer recycled plastic.
Created in partnership with US-based recycling innovator TerraCycle, some 320 000 bottles will be made – claimed to be ‘the largest production run of recyclable dish soap bottles in the world made using ocean plastic’.
TerraCycle’s ceo Tom Szaky comments: ‘The issue of ocean pollution is a pertinent one; we hope other brands will be inspired to think creatively about waste and make the circular economy a reality.’
Bottles containing leading P&G brands such as Fairy, Dawn, Yes, Dreft and Joy are said to comprise an average of 40% post-consumer plastic.