Leading Consumer Brands Ariel, Pantene and Fairy Accelerate Journey to Deliver P&G’s Ambition 2030
February 16 2020 - 11:00PM
Business Wire
P&G makes significant advances in
plastics recycling, driving a circular economy, and promotes
responsible consumption
Today the Procter & Gamble Company (NYSE:PG) announced
significant advances across European sustainability projects in
pursuit of its “Ambition 2030” goals.
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Ariel (Photo: Business Wire)
P&G is driving the circular economy for recycled plastic in
Europe through the use of circular resin in its hair care packaging
(polyethylene terephthalate - PET) and its Ariel Liquid detergents
bottles (partnership for the supply of recycled high-density
polyethylene - HDPE). Furthermore, the company is celebrating
notable distinctions in its effort to lead the industry in
packaging, sorting, and post-consumer recycled resin supply with
the HolyGrail intelligent packaging project, winner of both the
Circular Economy innovation of the year category in the Edie
Sustainability Awards in the UK, and the 1000 Efficient Solutions
Label by the Solar Impulse Foundation. Lenor, Unstoppables and
Fairy brands will become the first commercial implementations of
HolyGrail intelligent packaging in Europe. Ariel Cold Wash and
Fairy with its Fairycology program have also been granted the 1000
Efficient Solutions Label by the Solar Impulse Foundation for
enabling sustainable cleaning via less energy and water consumption
without compromises.
P&G’s Ambition 2030 goals 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,” said 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 commits to using recycled PET resin,
increasing recycled content in packaging P&G Hair Care
Europe will be trialling new packaging with recycled plastic
material for Pantene products, starting with the brand’s clear
bottles. The material is made from 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 new 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, creating an end market for recycled
plastics.
Ariel plans to save equivalent of 200 million bottles virgin
plastic over five years thanks to the new circular economy
partnership between P&G and Viridor. 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 by 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.
P&G and Viridor are both founding partners of the UK Plastics
Pact, the multi stakeholder collaborative initiative aiming to
transform the plastic economy in the UK.
Ariel Cold Wash technologies and Fairy technologies awarded
with the 1000 Efficient Solutions Label by the Solar Impulse
Foundation Ariel’s innovative technologies that offer superb
cleaning at low temperature, and Fairy with its Fairycology program
have been granted with the 1000 Efficient Solutions Label by the
Solar Impulse Foundation. The innovative label aims to illustrate
and encourage scalable technologies that both protect the
environment and support clean economic growth. The label was
created by the Solar Impulse Foundation to support its vision to
mobilize the public in favor of technologies that allow decreased
dependence on fossil fuels and induce positive emotions about
renewable solutions. Each solution is assessed by independent
experts for their technological feasibility, environmental and
socio-economic benefits, and economic profitability. Ariel Cold
Wash technologies are recognized for enabling sustainable cleaning
through brilliant performance in cold water which allows
significant energy savings via lowering the laundry temperature.
Fairy has been recognized as the best solution requiring less
energy, less water and less waste. In fact, Fairy washing up liquid
is formulated to work at low temperatures, saving energy while
Fairy automatic dishwashing cleans tough food cleaning without
pre-wash resulting in water and energy saving.
HolyGrail 2.0 intelligent packaging project awarded with the
1000 Efficient Solutions Label by the Solar Impulse Foundation as
well as Circular Economy Innovation of the Year at the Edie
Sustainable Leaders Awards 2020. The HolyGrail 2.0 intelligent
packaging project that aspires to transform packaging sorting has
recently received two great recognitions: the 1000 Efficient
Solutions Label by the Solar Impulse Foundation and Edie’s
Sustainability Leaders Awards, the UK’s largest sustainability
awards scheme, recognising the people, projects and initiatives
that are accelerating business transformation. HolyGrail’s
intelligent packaging project has been recognized within the
Circular Economy Innovation of the Year category for the
significant changes it could bring to packaging, sorting,
post-consumer recycled resin supply, and much more. 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 to become the first brands
implementing HolyGrail intelligent packaging Lenor,
Unstoppables and Fairy brands will pioneer application of digital
watermarks - the HolyGrail intelligent technology - to enable
further learnings behind sorting and recycling at Material
Recycling Facilities. P&G has been leading pioneer project
HolyGrail under Ellen MacArthur Foundation’s auspices since 2016.
It is a collaborative effort designed to solve one of the largest
obstacles 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 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 smart phones,
the technology can be also used for consumer engagement and
education by the brands at a later stage.
FOR IMAGES, FACT SHEETS, VIDEO CONTENT, AND MORE RELATED TO
THIS ANNOUNCEMENT, PLEASE VISIT OUR MULTIMEDIA SITE.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
https://www.pg.com/ for the latest news and information about
P&G and its brands.
P&G’s “Ambition 2030” goals include:
- Brands: P&G’s 20 leadership brands including Always,
Ariel, Dawn, Fairy, Febreze, Head & Shoulders, Pantene,
Pampers, and Tide will enable and inspire responsible consumption
through packaging that is 100% recyclable or reusable, launching
more sustainable innovations, and building trust through
transparency and sharing our safety science.
- Supply Chain: P&G manufacturing sites will cut
greenhouse gas emissions in half, and will purchase enough
renewable electricity to power 100% of our plants. The Company will
also source at least 5 billion liters of water from circular
sources.
- Society: P&G will continue to create transformative
partnerships that enable people, the planet and our business to
thrive, including those that stem the flow of plastic into the
world’s ocean, protect and enhance forests, expand recycling
solutions for absorbent hygiene products, and protect water in
priority basins around the world.
- Employees: P&G will engage, equip and reward
employees for building sustainability thinking and practices into
their everyday work. We will reward progress and integrate
recognition into performance assessments.
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version on businesswire.com: https://www.businesswire.com/news/home/20200216005020/en/
Davina Ramnarine H+K Strategies for P&G Europe
davina.ramnarine@hkstrategies.com +44 7465 616 334
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