Procter & Gamble’s European fabric care brands such as Ariel and Lenor are to to increase the amount of recycled plastics used in packaging, in a bid to make all packaging fully recyclable by 2022, the company announced today.
The brands have committed to reduce plastics use in their packaging by 30% in Europe by 2025, saving up to 15,000 tons of plastic each year. In the UK, the reductions would see a saving of 4,300 tons of plastic each year by 2025.
In order to meet this commitment, Ariel and Lenor are increasing the use of recycled material in their packaging.
P&G also said it will make all of its fabric care packaging in Europe fully recyclable by 2022. By way of example, the company stated that its Ariel pods will move from plastic tubs to bags, which will save 75% of packaging per wash.
Volker Kuhn, vice president fabric care at P&G, said: "We are always challenging ourselves to grow our business sustainably. Removing 30% of plastics across Europe Fabric Care products is a bold move we want to deliver by 2025 at the latest.”
He added: “Addressing the plastics issue is everyone's responsibility, and we're determined to drive a step towards circularity, so that no plastic from our brands' packaging finds its way into the oceans or landfill.”
Alongside its ambition to reduce plastic consumption, the firm unveiled its ‘Brand 2030 criteria’ - a framework of aims and commitments adopted by leading P&G brands including Ariel, Pampers and Herbal Essences to inspire and enable responsible consumption.
Focusing on social or environmental commitments and innovation, concrete actions will be outlined for each brand to become a "force for good," P&G said.
For instance, Ariel has committed to consuming 50% less resources in key impact areas including energy and water by driving product, service and packaging innovation.
Earlier this year, it was announced that Ariel was one of the brands taking part in a pilot initiative to use refillable containers in Tesco and Carrefour stores in a bid to drive circularity.
Virginie Helias, P&G chief sustainability officer, described the aim of the Brand 2030 criteria as being to hold brands "accountable to drive progress towards taking responsible consumption to the next level."
She added: "With our brands we are serving five billion people worldwide, giving us the unique opportunity and responsibility to not only delight people through superior product performance, but to also promote conversations, influence attitudes, change behaviours and make sustainable lifestyles at scale a global reality."