USA > Seventh Generation

Seventh Generation introduces a liquid laundry detergent bottle made from minimal plastic and 100 percent recycled paperboard and newspaper. The brand’s Natural 4X Laundry Detergent features a recyclable, lightweight plastic pouch inside a compostable outer shell, which is made from 70 percent recycled paperboard fibers and 30 percent old newspaper fibers. Designed for standard and high-efficiency machines, the new formula is twice as concentrated as the company’s 2X formula. Plus, its entire packaging system (fiber bottle, pouch, spout and cap) uses 66 percent less plastic than a typical laundry detergent bottle.

Launch
March 16, 2011

Package design
Ecologic Brands, www.ecologicbrands.com