Belgium-based cleaning products manufacturer Ecover has launched a washing liquid bottle made from plastic recycled from ocean waste in a bid to reduce the environmental impact of its packaging.

The new Ecover Ocean Bottle is produced completely from recycled plastic, 10% of which comes from the sea.

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The plastic is collected through public-private foundation Waste Free Oceans (WFO), which aims to mobilise and unite the fisheries sector, public authorities and the international plastics industry.

WFO’s ‘catch of the day’ project uses existing fishing boats, allowing European fishermen to earn money by collecting between 2t and 8t of waste plastic a catch for cleaning and recycling.

A closed loop recycling plant will process the collected waste and turn it into plastic, which rigid plastic container company Logoplaste uses to manufacture the new Ecover bottles.

Ecover CEO Philip Malmberg said at least a million sea birds and 100,000 sharks, turtles, dolphins and whales die from eating plastic annually.

"There is no choice; we simply have to aim to clean up ocean plastic for good," Malmberg added.

In 2013, the company pledged to use new types of recycled plastic in its packaging. It plans to use 1t of ocean plastic this year, and increase this to 3t in 2015.

Image: Ecover’s new bottle made from recycled plastic. Photo: courtesy of Ecover.