Procter & Gamble (P&G) has committed to use post-consumer recyclate (PCR) recycled packaging for its fabric care products, as part of a new environmental initiative.
P&G’s flagship brands, including Ariel, Dash, Lenor and Unstoppables will be available in bottles that are made of up to 50% PCR.
The 230 million bottles being produced, if placed in a linear fashion, will be equivalent to the distance between the North Pole and the South Pole.
The first P&G fabric care products in sustainable packaging will be available to retailers in the first half of 2016.
In a move to increase the amount of recycled plastic in more brands and geographies, the company will partner with recycled material providers across the world.
The amount of incremental recycled material used by P&G Fabric Care is estimated to increase by 3.8 kilotonnes annually.
P&G global fabric and home care group president Gianni Ciserani said: "At P&G, when it comes to sustainability, we believe that actions speak louder than words.
"The increase in post-consumer recyclate in the packaging of our fabric care brands is a huge step in the right direction. We want to make it easier for consumers to choose sustainable brands whilst continuing to deliver superior product performance."
The company aims to make 100% of its products and packaging from renewable and recycled materials.