Seventh Generation’s Natural 4X Laundry Detergent bottle, designed with Ecologic Brands, features a fully-recyclable and compostable outer shell made from 70 percent recycled cardboard fibers and 30 percent old newspaper fibers that supports a recyclable lightweight plastic pouch inside. It uses 66 percent less plastic than a typical 100 ounce 2X detergent bottle, the company says.
The new bottle can be upcycled into new packaging that’s recycled yet again up to seven times, according to the company. When empty, the bottle’s shell can be recycled with other household paper. The #4 plastic pouch and the #5 cap can go into the plastic recycling bin.
The Natural 4X Laundry Detergent will be available on natural retailer shelves throughout the country by the end of March.
The announcement comes on the heels of the company’s launch of new packaging that feature 96-percent post-consumer recycled (PCR) content. Developed by Seventh Generation in collaboration with its packaging partner, Consolidated Container Company, the packaging is made of resin derived from recycled milk jugs and other plastic bottles.
Down the aisle, Procter & Gamble plans to convert its entire U.S. and Canadian portfolio of powder laundry detergents to a new compacted formula beginning as early as this month, which is expected to reduce waste and save energy and water.