Crest, Oral-B & Blend-a-med Announce the Launch of Their First Ever Recyclable HDPE Toothpaste Tubes in North America & Europe
01 Dicembre 2020 - 2:00PM
Business Wire
- Procter & Gamble (P&G) will start the switch to the
recyclable HDPE tubes for Crest, Oral-B and Blend-a-med in January
2021 and will continue until full conversion, by 2025 for US and
Europe.
- The launch of its first HDPE tubes will enable millions of
households to recycle their toothpaste packaging in existing
recycling streams.
Today, Procter & Gamble Oral Care unveils its newest
packaging innovation across its leading toothpaste brands, Crest,
Oral-B and Blend-a-med. This announcement increases the level of
recyclability of its toothpaste tubes, as part of the P&G
Ambition 2030 commitments of achieving 100% recyclable or reusable
packaging.
The leading global oral care brands, Crest and Oral-B, and the
European brand Blend-a-med, will start the switch in January 2021
and will continue until full conversion, by 2025.
Toothpaste tubes are used by millions of consumers every day;
however, its multi-material construction poses a challenge for
recycling facilities around the globe. The solution to this is the
HDPE – High-Density Polyethylene – tube, which provides the same
product protection as current tubes, and which has been certified
by North American and European recycling bodies to be compatible
with existing recycling technologies. These HDPE tubes can be
recycled where collection programs exist.
For introducing the right solution and making its toothpaste
tubes more sustainable, Procter & Gamble is in discussions with
several HDPE tube suppliers and has already reached an agreement
with Albéa to start using its proprietary Greenleaf Generation 2
tube technology, which enables the tubes to be recyclable wherever
collection schemes are active. Greenleaf Generation 2 tubes are
recognized by the North American Association of Plastic Recyclers
(APR) as well as RecyClass and SUEZ.circpack® in Europe and can be
recycled within the existing, effective HDPE bottles recycling
stream.
To earn APR recognition, it was demonstrated that the toothpaste
tubes could be converted into quality post-consumer HDPE resin, and
then reused to make new plastic bottles.
RecyClass is an independent cross-industry platform that
assesses material recyclability and provides specific
recommendations on how to improve packaging design to fit current
recycling technologies in Europe. The platform certifies that
Procter & Gamble’s ‘toothpaste tube’ technology is considered
to be compatible with HDPE recycling. Moreover, it certifies that
both Procter & Gamble’s ‘toothpaste tubes with cap’ product
will not have a negative impact on the current European HDPE
containers recycling.
“Toothpaste tubes are not largely recyclable today; with the
RecyClass certification for Albéa’s Greenleaf Generation 2
technology used by P&G, however, we are on the right track
towards increasing both the design for recycling awareness for
tubes as well as increasing recycling quality and rates for the
HDPE rigids stream in Europe,” said Paolo Glerean, RecyClass
Chairman.
In addition, the sortability of the tubes has been successfully
tested by SUEZ.circpack® following the RecyClass sorting protocol,
confirming that the tubes will flow into the correct stream and be
recycled with the HDPE materials.
“Accurate sorting is an essential step to ensure recycling. That
is why SUEZ.circpack® performed sorting tests in a fully
operational sorting facility in Germany. The facility and the
technologies in place are very common for the European recycling
industry. The results showed that the packaging could be correctly
sorted into the HDPE material flow. The recognition of the plastic
with Near InfraRed (NIR) technology was accurate and consistent,”
said Vincent Mooij, Head of SUEZ.circpack®.
“P&G Oral Care started our sustainability journey many years
back and continue to reduce our footprint. To drive a more circular
supply chain, all of our production sites globally are qualified as
sending zero manufacturing waste to landfill, and our sites across
the United States, Canada, and Europe purchase 100% renewable
electricity,” stated Steve Bishop, P&G Health Care Chief
Executive Officer. “There is much yet to be done; however, we are
proud of the steps we are taking with our leading brands, Crest in
North America, and Oral B and Blend-a-med in Europe, to achieve
recyclable tubes in the years ahead.”
Virginie Helias, P&G’s Chief Sustainability Officer added:
“We have committed to enable and inspire responsible consumption
through innovation on our product and packaging. Our leading oral
care brands touch millions of people around the world. This new
packaging innovation will contribute to making the toothpaste tubes
recyclable at scale in existing recycling streams, hence reducing
our footprint and striving for circular solutions. It’s no longer
about if or what we can do, but how quickly we can do it.”
About P&G:
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and information about
P&G and its brands.
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version on businesswire.com: https://www.businesswire.com/news/home/20201201005391/en/
North America Velvet Gogol Bennett,
P&G gogolbennett.vc@pg.com
Europe Paola Mulas, P&G
mulas.p@pg.com
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