The Procter & Gamble Company has launched the Fairy Ocean Plastic bottle, for its U.K. Fairy brand dish detergent, made completely from post-consumer recycled plastic and ocean plastic. The project aims to drive awareness of the issue of ocean plastic pollution, and to inspire consumers to physically participate in beach clean-ups and recycle household waste.
“As the world’s number one dishwashing liquid globally and a much-loved brand in the U.K., we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling,” says Virginie Helias, Vice President of Global Sustainability at Procter & Gamble. “Our consumers care deeply about this issue, and by using ocean plastic, we hope to show that the opportunities are endless when we rethink our approach to waste.’’
