9 October 2017 by Hera Lorandos

Procter & Gamble to launch ocean plastic bottle

Multinational manufacturer Procter & Gamble has announced that it will sell a limited edition washing-up liquid bottle made from 100% recycled plastic and ocean plastic in 2018.

The limited edition Fairy Ocean Plastic bottles will be sold across the UK from mid-2018.

The plastic bottle, branded as, ‘Fairy Ocean Plastic’,  was created in partnership with American recycler TerraCycle and will be available to buy in 2018 to raise awareness of ocean plastic pollution.

Procter & Gamble (P&G) already uses an average of 40% post-consumer recycled (PCR) plastic content across 491 million transparent washing-up liquid bottles globally, but the Fairy Ocean Plastic bottle will be made from 90% PCR plastic and 10% ocean plastic.

Limited edition

The Fairy Ocean Plastic bottles are a limited edition, with only 320,000 bottles being sold across the UK from mid-2018 for approximately two months.

Despite the low production numbers, the consumer goods giant stated that this UK launch is “the largest production of recyclable dish soap bottles in the world made using ocean plastic”.

P&G added: “Fairy is an iconic brand in the UK and the aim of the limited edition bottle launch is primarily to help educate consumers to make them think about where their waste goes, and ultimately recycle more.”

And, the company added: “Ultimately, the new launch aims to help raise awareness of ocean plastic among UK consumers and involves new capability for incorporating ocean plastic into our packaging in partnership with TerraCycle, while still being fully recyclable.”

Raise awareness

Virginie Helias, vice president of global sustainability at P&G commented: “As the world’s no. 1 dishwashing liquid globally and a much-loved brand in the UK, we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling.

The Fairy Ocean Plastic bottle will be made from 90% post-consumer recycled plastic and 10% ocean plastic. collected from oceans and beaches around the world.

“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.’’

Tom Szaky, the CEO of TerraCycle: ‘’We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100% recycled plastic and ocean plastic. 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.’’

Susan Ruffo, managing director at Ocean Conservancy: ‘’We are thrilled that P&G is raising awareness of ocean plastic pollution amongst their consumers. P&G’s leadership on this issue, including through their participation in the Trash Free Seas Alliance, is critical to solving the ocean plastic crisis.

“We are excited that in addition to its work to reach consumers directly through the Fairy bottles, they are also addressing the source of ocean plastic by supporting our initiative to raise over $150 million over the next five years to improve waste collection, sorting and recycling in key ocean plastic economies. Improving waste management in these places can help cut the flow of plastic going into the ocean by half by 2025.”

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