Procter & Gamble (P&G) has launched Fairy Ocean Plastic bottle, made completely out of post-consumer recycled plastic and plastic retrieved from the ocean.
The intention of this bottle is raise awareness of the issue of plastic pollution in the ocean and what solutions can be implemented to prevent plastic waste from entering it in the future.
P&G partnered with TerraCycle to produce the bottle and it will reach British consumers in 2018.
Around 320,000 of these bottles will be launched in the UK, and is the biggest production run of recyclable dishwashing soap bottles in the world made using ocean plastics.
The product is made from 10% ocean plastic collected from the ocean and beaches, and 90% from post-consumer recycled plastic.
Statistics from the Ellen MacArthur Foundation show that 95% of the value of plastic packaging material, worth between $80-$120 billion every year, is lost to the economy and by 2050 there could be more plastic in the ocean than fish (by weight).
To further prevent any more waste from landfill and ocean, P&G brands will continue to redirect 8000 metric tonnes of plastic from landfill for use in transparent plastic bottles.
P&G vice president of global sustainability Virginie Helias said: “As the world’s no. 1 dishwashing liquid globally and a much-loved brand in the UK, we want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling.”