P&G will conduct the paper bottle trial in Western Europe next year


P&G unveils paper bottle for fabric softener brand Lenor. (Credit: Procter & Gamble)

US-based consumer goods company Procter & Gamble (P&G) in partnership with paper bottle firm Paboco has unveiled its first paper bottle for its fabric softener brand Lenor.

The paper bottle will be tested in Western Europe next year. The trial will serve as the basis for a test and learn strategy to scale up paper packaging.

Paboco has designed paper bottle technology to minimise and replace plastic content while reducing carbon footprint compared to conventional plastic packaging.

Paboco interim CEO Gittan Schiöld said: “Our vision is to change this industry for good, and to create a world less dependent on plastic and without plastic waste, by designing for circularity and inventing packaging from bio-based materials.”

P&G Fabric & Home Care is focusing on minimising plastic in its packaging designed for brands such as Ariel, Tide, Downy, Fairy and Cascade, in addition to Lenor.

P&G intends to minimise its use of virgin plastics by 50% by 2030, as part of the company’s 2030 Ambition.

P&G Fabric Care Europe has decided to implement a 30% absolute plastics reduction by 2025, as well as to design for 100% recyclability by 2022. The home care segment aims to eliminate virgin plastics by 2025.

P&G stated that the alternative form of packaging is increasingly viable and scaling at pace with the support of major consumer goods companies and industry experts such as Coca-Cola Carlsberg Group, The Absolut Company, L’Oréal, BillerudKorsnäs and Alpla.

All companies are united for the creation of the world’s first 100% bio-based and recyclable paper bottle at scale.

P&G global fabric and home care sector R&D senior vice president Jerry Porter said: “We’re very excited to join this group of packaging innovators. This is another milestone on our P&G Fabric & Home Care journey to innovate towards more sustainable packaging formats.

“Our chosen pilot brand Lenor has a great track record of incorporating recycled plastic into its packaging, already using up to 100% in its European transparent bottles.”

Earlier this month, P&G collaborated with Domino Printing Sciences to develop a tactile-coded bottle design for visually impaired consumers.