P&G accelerates journey to deliver Ambition 2030

P&G accelerates journey to deliver Ambition 2030

February 18, 2020
Press Release: P&G

Procter & Gamble (P&G) has this week announced huge advances across European sustainability projects in pursuit of its ‘Ambition 2030’ goals, which aim to enable and inspire positive impact on the environment and society through brands, the supply chain, and employees, while creating value for the company and consumers

“2020 is a year where action – collaborative action – will put us on the right trajectory,” commented Virginie Helias, P&G chief sustainability officer. “For P&G, 2020 will be a year of regenerative action where we will activate our Ambition 2030 goals across our brands, through innovation and transformative partnerships. It’s not just about reducing our impact, but about being a force for regeneration to address the challenges of plastic waste, water scarcity and biodiversity loss. We will be leading on all of these fronts to drive change at scale and for long-term impact.”

P&G Hair Care Europe, for example, will be trialing new packaging with recycled plastic material for Pantene products, starting with the brand’s clear bottles. The material is made from the advanced recycling of polyethylene terephthalate circular PET, through advanced monomer recycling – meaning the material can be used in beauty packaging over and over again. The material, to be produced by Indorama Ventures, is suitable for all brands packed in PET bottles. By committing to the use of this material, P&G is driving a new circular supply chain, in doing so creating an end market for recycled plastics.

Meanwhile, P&G and UK recycling and energy recovery company Viridor have entered a five-year partnership agreement that foresees recycling and reprocessing high-density polyethylene (HDPE) plastic, for re-use in Ariel laundry detergent bottles. The agreement between P&G and Viridor comes after three years of collaboration and innovation in producing more sustainable packaging from post-consumer waste. The high-density recycled polyethylene (rHDPE) resin from Viridor will enable Ariel to bring to life the previously announced commitment of reaching up to 50% recycled content in its liquid bottles as of 2020. Ariel’s commitments also include all packaging to be recyclable by 2022 and 30% plastic usage reduction by 2025.

The HolyGrail 2.0 intelligent packaging project, which will be discussed at Plastic Free World Conference & Expo by Digimarc’s Burcin Sezgen, aspires to transform packaging sorting. HolyGrail 2.0 is the second phase of the project which will be exploring a possible test market in 2021 with the formation of a mega consortium of companies across the value chain (more than 115 partners).

Lenor, Unstoppables and Fairy brands will pioneer the application of digital watermarks – the HolyGrail intelligent technology – to enable further learnings behind sorting and recycling at MRFs. P&G has been leading pioneer project HolyGrail since 2016 under the auspices of the Ellen MacArthur Foundation. It is a collaborative effort designed to solve one of the largest obstacles that plastic recycling faces – ineffective sorting at recycling facilities. The new Unstoppables and Lenor scent boosters packages are estimated to first reach the German market by October 2020 followed up by the rest of the European markets. Fairy will be the second brand to integrate HolyGrail digital watermarks into packaging in Europe. As digital watermarks are imperceptible to the human eye but can be detected by optical scanners and smartphones, the technology can be also used for consumer engagement and education by the brands at a later stage.

Plastic Free World Conference & Expo 2020 will take place at Cologne Messe, Germany, on Tuesday 16 June and Wednesday 17 June. To register for this highly focused, solutions-driven event, please click here. For sponsorship and exhibition opportunities, please email peter@trans-globalevents.com

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