Procter & Gamble (P&G) has launched a new Fairy Ocean Plastic bottle made from post-consumer recycled (PCR) plastic and ocean plastic as part of the company’s commitment to recycled plastic.

The bottle, created in partnership with TerraCycle, will be commercially available in the UK in 2018.

The launch in the UK will include 320,000 recyclable dish soap bottles made from ocean plastic.

The new bottle will be made from 10% plastic collected from the ocean and beaches and 90% PCR plastic.

The objective of the company is to raise awareness of ocean plastic pollution and motivate consumers to participate in beach clean-ups and recycle household waste.

P&G plans to extend the initiative to other brands and regions in the future.

The company’s brands such as Fairy, Joy, Dawn, Dreft and Yes and will continue to divert 8,000 tons of plastic from landfill every year for use in transparent plastic bottles, using an average of 40% PCR plastic content in 481 million transparent dish care bottles globally.

P&G vice-president of Global Sustainability Virginie Helias said: “We want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling. By using ocean plastic, we hope to show that the opportunities are endless when we rethink our approach to waste.”

TerraCycle chief executive officer Tom Szaky said: “We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100% recycled plastic and ocean plastic. The issue of ocean pollution is a pertinent one, we hope other brands will be inspired to think creatively about waste and make the circular economy a reality.”

Image: P&G’s new new Fairy Ocean Plastic bottle. Photo: courtesy of Procter & Gamble.