Procter & Gable has launched a new bottle for its Fairy Ocean Plastic washing-up liquid, which is made entirely from recycled plastic and ocean plastic.
The new bottles will be available in UK stores in 2018, with the aim of raising awareness about plastic pollution and the importance of recycling.
They will be made from 10% ocean plastic, which has been collected from the ocean and beaches around the world, and 90% post-consumer recycled plastic.
Rethinking Waste
“As the world’s number-one dishwashing liquid, globally, and a much-loved brand in the UK, we want to use Fairy to raise awareness about the plight of our oceans and raise awareness about the importance of recycling," said Virginie Helias, vice-president of global sustainability at P&G.
"Our consumers care deeply about this issue, and by using ocean plastic, we hope to show that the opportunities are endless when we rethink our approach to waste," Helias said.
P&G says that it intends to extend the initiative across other brands and regions in the future.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
