Seventh Generation Debuts Detergent Bottle Made of Recycled Fiber

Seventh Generation, a leading brand of non-toxic household and personal care products based in Burlington, Vt., has introduced a new liquid laundry detergent bottle made from 100 percent recycled cardboard and newspaper. Seventh Generation's Natural 4X Laundry Detergent bottle, designed with its partners at Ecologic Brands, is unlike any other packaging currently found in the laundry aisle, according to the companies. It features a rugged, fully recyclable or compostable outer shell made from 70 percent recycled cardboard fibers and 30 percent old newspaper fibers that supports a recyclable lightweight plastic pouch inside. The new bottle uses 66 percent less plastic than typical 100-ounce 2X detergent bottles, according to the companies.

The Natural 4X Laundry Detergent became available on natural retailer shelves throughout the country at the end of March.

"This is exactly what so many have been waiting for," says Julie Corbett, CEO and founder of Ecologic Brands. "The Ecologic bottle represents consumer empowerment. The ability to choose the products they love in a sustainable package made from cardboard is a choice they've never had before. Twenty years ago, Seventh Generation created cleaning and personal care products that are safe for consumers and the earth. With the Ecologic bottle, Seventh Generation continues its mission by introducing a sustainable product that is good from the inside and out."

The new bottle, made from recycled fibers, can be upcycled into new packaging that's recycled yet again up to seven times, according to the companies. When empty, the bottle's shell can be popped open and recycled with other household paper. The No. 4 plastic pouch and the No. 5 cap can be put into the nearest plastic recycling bin.

"This is the one of most sustainably packaged products in the laundry aisle," says Peter Swaine, Seventh Generation director of packaging development. "Consumers who use this product will automatically make a positive impact on the environment, even before their first laundry load."

The detergent inside is a new formula which is twice as concentrated as the company's 2X formula and according to Seventh Generation, doubles the savings in terms of water and energy from transportation. Each space-saving bottle can wash 66 loads and employs a brand new multi-enzyme formula.

The new bottle and detergent first debuted at the Natural Products Expo West in Anaheim, Calif. Seventh Generation also retains ownership of three tons of cardboard waste generated at the tradeshow to introduce into Ecologic's manufacturing process of the new bottles.