The new ‘Recycle Me!’ tube is produced using high-density polyethylene (HDPE), which is also used for milk and detergent bottles


Colgate has launched recyclable toothpaste tube in US. (Credit: PRNewswire / Colgate-Palmolive)

Colgate, an oral hygiene product brand of Colgate-Palmolive, has launched a recyclable toothpaste tube in the US to boost its sustainable efforts.

The new tube, with ‘Recycle Me!’ printed on the packaging, is produced using high-density polyethylene (HDPE) that is also used for milk and detergent bottles.

Colgate said that the ‘Recycle Me!’ message is aimed at creating awareness of recyclable tubes among consumers, operators of material recovery facilities (MRFs) and other recycling stakeholders.

The graphics will be printed on select tubes of Colgate Optic White Advanced Sparkling White, Colgate Cavity Protection, Colgate Max Fresh Cool, and Colgate Total Whitening products.

Colgate aims to transform its remaining toothpaste products by the end of next year.

Colgate-Palmolive North America oral care general manager and vice president Dana Medema said: “As the global toothpaste leader with a brand found in more homes than any other, we want to lead in waste reduction and, in particular, making toothpaste tubes a part of the circular economy.

“The ‘Recycle Me!’ tube is designed to educate and engage consumers and the recycling community who are both essential to progress, and we are excited to initiate and learn from our upcoming pilot programme.”

Colgate-Palmolive, along with peer companies, is focused on the development of a recyclable tube pilot programme.

It is also working with a major materials recovery facility and reprocessor in the US to achieve its targets.

The pilot programme will be carried out in one county or municipality to assess how educational efforts can build tube recycling rates, as well as evaluate the quality of the tube material that is collected for reprocessing.

The data will help determine easy-to-action best practices for tube recycling and share with communities and recyclers, said Colgate.

In March last year, Colgate-Palmolive reintroduced its Palmolive Ultra dish soap in 100% post-consumer recycled (PCR) plastic bottles.