Seventh Generation debuted its Natural Detergent 4X recycled paper bottles, developed in partnership with Ecologic, at the Natural Products Expo West in Anaheim last week, Radha Marcum reorts in NewHope360. The bottle shell made from 100-percent recycled cardboard and newspaper reduces the need for plastic to an interior sleeve, a spout and a cap—about 66 percent less plastic than a standard 100-ounce 2X bottle.
“This is a huge leap for packaging,” says Ecologic CEO Julie Corbett. “The inspiration came from my experience as part of a family struggling with so much waste. I had sustainable options with food, but not in other areas. It was a big frustration point for me, for consumers.”
Americans recycled only about 28 percent of their containers made from #2 plastics last year, and Corbett believes they may be more likely to recycle cardboard. “Paper is one of the easiest things to recycle because paper is paper—you don’t have to read the bottom of the bottle and wonder ‘What do I do?’” she says.
Seventh Generation will recycle the more than 3 tons of cardboard waste generated at the Natural Products Expo to produce 200,000 to 300,000 bottles. Products are scheduled to hit store shelves later this month.
Seventh Generation's new cardboard container uses about 66 percent less plastic.