Belgium-based cleaning products manufacturer Ecover has announced plans to launch a new form of fully sustainable and recyclable plastic packaging in 2014.
The packaging incorporates post-consumer recyclables (PCR), Plantastic, a plastic made from 100% sugarcane and plastic fished from the sea.
Ecover chief executive Philip Malmberg said the company aims to focus on continual innovation.
"As manufacturers we've got to take responsibility for sustainability very seriously - to take real action on climate change and the damage done by our over-reliance on fossil fuels, creating 'green' products that deliver more than a nod to sustainability," Malmberg said.
Ecover will work with Waste Free Oceans (WFO), UK plastic recycling company Closed Loop and fishing communities to collect plastic and reintroduce it into the recycling chain through its bottles.
The company has already started trials on the mix of the three plastics which allow the brand to deliver a sustainable and recyclable plastic.
In a bid to increase consumer awareness about the importance of recycling and careful waste disposal, Ecover has also launched an art project designed to influence and engage, as part of which sculptor Ptolemy Elrington will create an art installation to be unveiled at Glastonbury 2013.
The installation, which uses recycled content, including sea waste, has been designed as a focal meeting point for festival goers.
WFO will undertake sea waste collection by existing fishing trawls engaging Europe's fishing community in cleaning up floating marine debris then bringing it back to land for recycling and sorting.
Boats that are outfitted with a special trawl will collect between 2-8t of waste per trawl for cleaning and recycling. The collected waste will be sent to Closed Loop's recycling plant in Dagenham.
The waste will be processed and turned into plastic and used to make Ecover's new bottles.
Philip Malmberg made the latest announcement as part of the 'Message in our Bottle' campaign, which is supported by a sustainability pledge to deliver continual innovation in tackling the multiple issues linked to plastic packaging.
Image: Ecover's recyclable plastic packaging incorporates post-consumer recyclables (PCR).