Procter & Gamble Fabric Care has committed to a new environmental initiative that will see 230 million bottles of flagship brands like Ariel, Dash, Lenor, and Lenor Unstoppables made out of post-consumer recyclate (PCR), which is recycled packaging.
According to P&G, the 230 million bottles are the equivalent of the distance from the North Pole to the South Pole if all of them were laid end to end. The first P&G Fabric Care bottles impacted by this announcement are expected to be on sale in retailers in the first half of 2016.
Through this initiative, the amount of incremental recycled material that P&G Fabric Care will use per year increases by 3.8 kilo tonnes. This action is part of P&G’s commitment to taking significant steps to increase the amount of recycled material in its packaging.
Giovanni Ciserani, group president of P&G Global Fabric and Home Care, said, “At P&G, when it comes to sustainability, we believe that actions speak louder than words. The increase in post-consumer recyclate in the packaging of our Fabric Care brands is a huge step in the right direction. We want to make it easier for consumers to choose sustainable brands whilst continuing to deliver superior product performance.”
Ciserani added, "I’d like to continue this momentum in the future by partnering with organisations that can provide recycled materials globally. This will allow us to increase the amount of recycled plastic in more brands and geographies. When it comes to recycling, everybody has a part to play. Join us on this journey to eliminate packaging waste everywhere."
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