Unilever shakes up the aerosol world

Unilever has launched what it calls “the first major packaging reduction initiative for aerosol deodorants since they were introduced in the late 1960s.”

The 75-mL container holds the same amount of spray as the conventional 150-mL format.
The 75-mL container holds the same amount of spray as the conventional 150-mL format.

It’s a 75-mL “compressed” spray deodorant aluminum container for Sure, Dove, and Vaseline Intensive Care brands sold in the UK and Ireland. Launch date was February 4.

The new container is half the size of the industry standard 150-mL aerosol cans thanks to new technology developed by Unilever that allows double the concentration of active formula to be dispensed with less propellant and at half the spray rate. Unilever claims the smaller cans last as long as their conventionally sized counterparts, use 50 percent of the propellant, and reduce the overall carbon footprint of the product through 28 percent less aluminum.

According to Lindal, the firm involved in development of the new container and the maker of the valve and dispensing components, “We anticipate that this Unilever launch represents a game-changer for a huge product category.”

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