Starting in the fall, Procter & Gamble will replace all its $4 billion liquid detergents portfolio in North America, which includes such brands as Tide, Gain, Cheer, Era and Dreft, with double-strength laundry detergents in packages that are half the regular size, MediaPost reports.
The project is being touted as an environmental “breakthrough” because it uses up to 44 percent less water and at least 22 percent less packaging.
The compacted formulas and smaller bottles allow for increased efficiency across the entire supply chain, including reduced fuel consumption and warehouse space usage, the company said.
“We view sustainability as an opportunity and stimulus to innovate, to improve consumers’ lives, while also making important contributions to environmental quality and society,” says Peter White, Director of Corporate Sustainable Development for Procter & Gamble.
In 2005, P&G’s top competitor, Unilever, launched a similar product that reduced packaging by more than 40 percent, water usage by about 60 percent and shipping volumes by 60 percent, according to the article.