Reinventing the Plastic Bottle – Ecologic Brands Launches Paper Laundry Bottle with Seventh Generation

March 15, 2011

New laundry detergent bottle manufactured with paper

In the 1967 Dustin Hoffman movie,” The Graduate,” a businessman at a trendy cocktail party declared, “The future’s in plastic.”

Today, at Seventh Generation and its development partner, Ecologic, a new paper bottle containing laundry detergent may soon have insiders repeating a new mantra, “The future’s in paper.”

This March, Seventh Generation is distributing a new liquid laundry detergent bottle made from 100 percent recycled cardboard and newspaper.

Seventh Generation’s Natural 4X Laundry Detergent bottle, designed with Ecologic Brands features:

  • A fully-recyclable and compostable outer shell made from 70 percent
  • Recycled cardboard fibers plus 30 percent newspaper fibers.
  • A recyclable lightweight plastic pouch is inside. The new bottle uses 66 percent less plastic than a typical 100 ounce 2X detergent bottle, the company reports.

Ecologic was founded in 2008. President Julie Corbett designed a bottle combining a sturdy molded fiber shell made from cardboard boxes and old newspapers with a thin inner plastic pouch and re-sealable cap. She patented her technology and Ecologic Brands was born.

When empty, the bottle’s shell can be recycled with other household paper. The number 4 plastic pouch and the number 5 cap can go into the plastic recycling bin. The Natural 4X Laundry Detergent will be available on natural retailer shelves throughout the country by the end of March.

Created as an alternative to rigid plastic bottles and laminated cartons, this design features a biodegradable and compostable shell made from recycled cardboard and a lightweight recyclable liner with 70 percent less plastic than a rigid container.

Consumers gain the functionality they expect with a re-sealable cap, a rigid outer container and easy-to-grip profile. Disposal is simple: Consumers split open the shell’s side to separate and recycle components.

Last year 10 package designers and developers have been named finalists in the “Package of the Future” competition, a key component of Project 2020: The Consumer Experience, sponsored by DuPont.

During November 2010, Environmental Leader reported about this company’s launch of new packaging that featured 96 percent post-consumer-recycled content. This packaging was developed by Seventh Generation and partner, Consolidated Container Company, the packaging is made of resin derived from recycled milk jugs and other plastic bottles.

You can read more about the new Seventh Generation Paper Bottle at our sister site, Eat Drink Better.

Source: Ecologic Brands


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Glenn Meyers

Writer, documentary producer, and director. Meyers is a contributor to CleanTechnica, and founder of Green Streets MediaTrain, a communications connection and eLearning hub. As an independent producer, he's been involved in the development, production and distribution of television and distance learning programs for both the education industry and corporate sector. He also is an avid gardener and loves sustainable innovation.
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