The Procter & Gamble Company has partnered with TerraCycle to create the Fairy Ocean Plastic bottle, which is made from 90 percent post-consumer recycled plastic and 10 percent ocean plastic. The bottle, which will be launched in the U.K. in 2018, aims to raise awareness of the issue of ocean plastic and what can be done to prevent plastic waste from reaching the ocean.
“As the world’s no. 1 dishwashing liquid globally and a much-loved brand in the U.K., we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling,” said Virginie Helias, vice president of Global Sustainability at Procter & Gamble, in a statement. “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.’’
With the Fairy Ocean Plastic bottle, and the intent to extend the initiative across other brands and regions in the future, Procter & Gamble continues to leverage the power of its brands to inspire change. In an effort to divert plastic waste from landfill and the ocean, Procter & Gamble 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 percent post-consumer recycled plastic content across 481 million of our transparent dish care bottles globally.
‘’We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100 percent recycled plastic and ocean plastic,” said Tom Szaky, CEO of TerraCycle, in a statement. “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.’’