In an effort to increase awareness about ocean plastic pollution, the Procter & Gamble Company (P&G) is launching a bottle made completely from post-consumer recycled plastic and ocean plastic. The bottle will be used for Fairy, one of P&G’s most recognizable dish soap brands in the U.K.
Called the Fairy Ocean Plastic Bottle, it was created in partnership with U.S.-based recycling company TerraCycle and will be launched in the U.K. in 2018. Initially, there will be 320,000 of these bottles available on store shelves. The bottles will be made from 10% ocean plastic—plastic that has been collected from the ocean and beaches around the world—and 90%d post-consumer recycled plastic.
In addition to raising awareness about plastic pollution and what can be done to prevent plastic waste from reaching the ocean, the Fairy Ocean Plastic Bottle project also aims to inspire consumers to take part in beach clean-ups and to recycle household waste. The project is a part of P&G’s larger efforts to use more recycled plastics and to divert plastic waste from landfills and the ocean worldwide.
“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 P&G, in a media release. “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.”
For more information on the Fairy Ocean Plastic Bottle, read the press release here.