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Seventh Generation’s ultra-concentrated detergent uses 60% less plastic

At the American Packaging Summit, Seventh Generation’s Kelly Murosky shares how the company went beyond a 100% rPET bottle for even greater sustainability with an ultra-concentrated product.

Kelly Murosky, Senior Packaging Engineer, Seventh Generation
Kelly Murosky, Senior Packaging Engineer, Seventh Generation

When it comes to consistently delivering sustainable packaging innovation, plant-based household products company Seventh Generation is among the top Consumer Packaged Goods companies pushing the boundaries. As Kelly Murosky, Senior Packaging Engineer for the company, shared with attendees today at the American Packaging Summit, Seventh Generation began its journey in 2009, when it incorporated 25% post-consumer recycled plastic in its packaging, with an aspiration to move to 100%. In 2012/2013, it made a formal commitment to move to 100% PCR by 2020.

By 2015, the company had evolved its 25-oz dish liquid packaging to a 100% rPET bottle, adding a 100% PCR cap in 2017. Its 50-oz liquid laundry detergent bottle is also 100% PCR, with 97% made up of PCR high-density polyethylene and 3% white colorant (80% titanium dioxide and 20% PCR polyethylene carrier resin). The handled bottle also includes a 100% PCR polypropylene closure and spout, both of which use no colorant. Other bottles launched in 2015 with 100% PCR HDPE include those for its toilet bowl cleaner and its Energy Smart liquid laundry and dish detergents.

Its current 2020 goal is to eliminate the use of virgin petroleum plastic and virgin fiber in all of its packaging components, including flexible, multilayer film and hand wash pumps with metal springs. A former 2020 goal—to eliminate the use of non-recyclable or non-compostable packaging—has been revised to a new 2025 Zero Waste Goal. This means that 100% of its packaging materials will be reusable and reused, recyclable and recycled, or biodegradable and degraded.

Constantly evaluating its product and packaging portfolio for opportunities to reduce their environmental footprint, last year Seventh Generation performed a Life Cycle Analysis of its liquid laundry detergent to see where the greatest impacts resided. They found that consumer use of its products—a function outside their control—represented 92.2% of its total greenhouse gas emissions. The next greatest contributors were areas it could control: material production and distribution.

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