P&G Launches New Fairy Bottle Made From Ocean Plastic

The Procter & Gamble (P&G) Company today launched the Fairy Ocean Plastic bottle made completely from post-consumer recycled (PCR) plastic and ocean plastic. The launch of the bottle aims to raise awareness of the issue of ocean plastic and what can be done to prevent plastic waste from reaching the ocean.

The first-ever Fairy Ocean Plastic Bottle has been created in partnership with recycling expert TerraCycle and will reach British consumers in 2018. The UK launch will include 320,000 bottles, the largest production run of recyclable dish soap bottles in the world made using ocean plastic.

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

“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.’’

The project aims to drive awareness of the issue of ocean plastic pollution, inspire consumers to physically participate in beach clean-ups and recycle household waste.

According to the Ellen MacArthur Foundation (EMF) 95% of the value of plastic packaging material, worth $80-120 billion annually, is lost to the economy and on the current track, there could be more plastic than fish in the ocean (by weight) by 2050[1].

In an effort to divert plastic waste from landfill and the ocean, P&G brands, including Fairy, Dawn, Yes, Dreft and Joy, will continue to divert 8,000 metric tonnes of plastic from landfill for use in transparent plastic bottles, using an average of 40% Post-Consumer Recycled plastic content across 481 million of our transparent dish care bottles globally. If stacked, these bottles would be 11 times the height of Mount Everest.

Virginie Helias, Vice President of Global Sustainability at Procter & Gamble comments: “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.

“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.’’


Read Similar

Gove Seeks Views On Deposit Return Scheme For England

UK Public “Confused And Concerned” About Recycling

Is Scotland On The Verge Of A Deposit Return Scheme? [UPDATED]

Litter Campaign Launches To Clean Up Brighton & Hove

Defra Launches £500,000 Litter Prevention Fund

Views expressed in the comments below are those of the users and do not necessarily reflect the views of CIWM.
CIWM reserves the right to remove or amend any comments submitted for posting with no explanation or reason being given.

  1. aswani on 9 OCTOBER 2017 at 8:37 pm said:

    So much we can do as individual and yet nothing of substance to reduce the use of plastic packaging in general. It is so frustrating..

    I was pleased to read about positive efforts of Ecover and P&G with reference to clearing the ocean of plastics.

    Yes, they aimed well, because washing-up liquid bottles propably pollute in greatest amounts. This is a good start. Yet only 10 % from the ocean and the rest from recycled plastics.

    I would love to back this project up as i also thought about it. I have a idea which would complement
    their effort and would bring elimination of this packaging to a great degree and given right and committed approach this method could be used for elimination of common shampoos bottles and other cosmetics in the future.

    I am talking about dispensers for washing up liquids and laundry detergents such as ‘Fairy’ and ‘Ecover’ brands. The customers will be able to bring their own containers/bottles to purchase these neccessities.

    These dispensers should should not neccessarilly be high tech as in coca-cola trials [ yr report 9/10/17- Reading University, therefore financially viable.

    I would like to receive response to ‘my say’ as i would like to have a proof that somebody has read it and have a passion for it.

    This matter is URGENT and if we REALLY care about environment we should act TOGETHER and NOW to stop this malaise in order to keep our ocean and the earth clean.

    I am passionate about it and will be taking this matter to Minister responsible for Environment

    With many thanks

    Nina aswani
    nina.aswani@mail.com
    Reply ↓

  2. P&G should spend more time making the standard Fairy liquid environmentally friendly. This small run of Fairy Ocean Plastic will only drive sales of a product that is bad for environment. For an organisation of this size this is a very SAFE move

  3. Love this dispensers for washing up liquids and laundry detergents such as ‘Fairy’ and ‘Ecover’ brands. The customers will be able to bring their own containers/bottles to purchase these neccessities.
    Along with University of Reading that will see student’s trial Coca-Cola Freestyle machines. would love this where I work so many cans are consumed daily 3 shift s plus weekend

  4. Ecover now made a bottle made for 50% from ocean plastic…
    Also, if wanted you can refill several of your ecover products in some stores.
    check out their website for the store locator where you can refill in your neighbourhood or for more info on the ocean plastic bottle.

Got something to say about this story?