Design Innovation - September 2011
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Ecologic Brands' new cardboard bottle was first introduced in March 2011 with the launch of Seventh Generation's new Natural 4x Laundry Detergent. The detergent was well-received by consumers, and is now the third best-selling laundry detergent in its category of 150 SKUs.
The bottle's innovation comes from combining a molded-paper outer shell made from 70 percent recycled cardboard boxes and 30 percent recycled newspapers. It has been certified by Soil Control Labs to be compostable per ASTM 6868 standards. Additionally, its thin interior liner uses up to 75 percent less plastic than other rigid plastic containers. The package also offers greater carbon savings because its outer shells are tightly nested and transported flat.
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