Fairy Ocean aims to clean up the sea

More than 300,000 bottles are to be made by Procter & Gamble (P&G), in partnership with TerraCycle, using recycled plastics and ocean plastics. The launch is part of a campaign to raise awareness of marine litter.

The UK launch of the Fairy Ocean post-consumer recycled (PCR) bottle will take place in 2018 and involve the production of 320,000 bottles of the iconic dish soap product. It will be made from 10 per cent ocean plastics, collected from the ocean and beaches around the world, and 90 per cent PCR.

The project aims to drive awareness of the issue of ocean plastics pollution, inspire consumers to participate in beach clean-ups and recycle household waste.

In an effort to divert plastics waste from landfill and the ocean, P&G brands, including Fairy, Dawn, Yes, Dreft and Joy, will continue to divert 8,000 tonnes of plastics from landfill for use in transparent plastics bottles, using an average of 40 per cent PCR content across more than 480 million of the company’s dish care bottles globally.

Virginie Helias, vice president of global sustainability at P&G, said: We want to use Fairy to raise awareness about the plight of our ocean and raise awareness about the importance of recycling. Our consumers care deeply about this issue and by using ocean plastics we hope to show that the opportunities are endless when we rethink our approach to waste.

Chief executive of TerraCycle, Tom Szaky, called the issue of ocean pollution a pertinent one and hopes that other brands will be inspired to think creatively about waste and make the circular economy a reality.

Susan Ruffo, managing director at Ocean Conservancy, added: “We are thrilled that P&G is raising awareness of ocean plastics pollution amongst their consumers. P&G’s leadership on this issue, including through their participation in the Trash Free Seas Alliance, is critical to solving the ocean plastics crisis. We are excited that in addition to its work to reach consumers directly through the Fairy bottles, they are also addressing the source of ocean plastics by supporting our initiative to raise over $150 million over the next five years to improve waste collection, sorting and recycling in key ocean plastics economies. Improving waste management in these places can help cut the flow of plastics going into the ocean by half by 2025.”

According to the Ellen MacArthur Foundation (EMF) 95 per cent of the value of plastics packaging material, worth $80-120 billion annually, is lost to the economy.