Procter and Gamble (P&G) has committed to reducing the use of plastics in its Ariel, Lenor and other Fabric Care brands packaging across Europe by 30% by 2025.

This announcement forms part of the company’s Ariel 2030 Brand Ambition to save 50% of resources by 2030, including virgin plastics.

The initiative is expected to save more than 15,000t of plastic per year across the three brands. This includes 4,300t of plastic per year in the UK by 2025.

P&G Fabric Care Europe also aims to make all its brands’ packaging 100% recyclable by 2022.

P&G chief sustainability officer Virginie Helias said: “Our Ariel and Lenor brands are pioneering packaging reduction practices that will be critical to P&G achieving our commitment to reduce virgin plastics in packaging by 50% by 2030.

“This is one of many examples of P&G’s leadership brands innovating to inspire and enable responsible consumption.”

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Ariel and Lenor are currently in the process of increasing the use of post-consumer recycled material (PCR) in their packaging in a bid to increase the demand for recycling. Packaging of both brands already features up to 50% PCR.

The company’s scientists are also working with the industry to develop new solutions such as PetCore perforated sleeves for better recyclability.

“The initiative is expected to save more than 15,000t of plastic per year across the three brands.”

P&G Fabric Care vice-president Volker Kuhn 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.

“We are delighted that more and more consumers choose our Ariel PODS, which is the most compacted detergent we are offering. PODS require less plastic packaging per wash while supplying the exact amount of detergent needed, thereby avoiding wastage and overdosing.

“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.”