The Procter & Gamble Company (P&G) has introduced the new Fairy Ocean bottle made from plastic in a bid to raise awareness in preventing plastic waste from getting dumped into the ocean.
The company plans to launch a total of 320,000 bottles in the UK next year.
Developed in collaboration with TerraCycle, the new Fairy Ocean Plastic bottle is made from 10% ocean plastic and 90% post-consumer recycled (PCR) plastic.
P&G Global Sustainability vice-president Virginie Helias said: “As the world’s no. 1 dishwashing liquid globally and a much-loved brand in the UK, we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling.
“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.”
According to the Ellen MacArthur Foundation, 95% of the value of plastic packaging material, worth $80bn-$120bn a year is disposed and lost to the economy.
TerraCycle CEO Tom Szaky said: “We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100% recycled plastic and ocean plastic.
“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.”
With the initiative to introduce the new bottle, P&G intends to divert plastic waste from landfill and the ocean.
The company also plans to extend the usage to its other brands and regions.