Unilever has announced the launch of a new 'Cif ecorefill' SKU in the UK, which the company claims will remove 1.5 million plastic bottles from supermarkets.
The cleaning liquid in the ecorefill bottles is 10 times more concentrated, making the packaging smaller and compact. The bottles are made of 75% less plastic and are fully recyclable.
'Plastic Footprint'
Strategic engagement manager at WRAP, Helen Bird, said, "We know that people are looking to reduce their plastic footprint and the use of concentrates, like this novel design by Unilever, is a way to support people to do this."
The 'ecorefill' can be easily attached to Cif Power & Shine bottles and ensures easy transfer of the concentrated liquid into the spray bottle.
In the UK, the demand for refillable and reusable products is on the rise.
Around 83% of customers have expressed the desire to gain access to more refillable products, Unilever said in its statement.
'A Game-Changer'
Gemma Cleland, vice-president, homecare, Unilever UK & Ireland, called the new solution "a game-changer" and said, "By keeping a bottle of Cif and refilling and reusing it over and over again, consumers can reduce their consumption of single-use plastic.
"Our research shows that two-thirds of us feel guilty when we throw away plastic and shoppers are looking for easy switches that can have a positive impact on the world around us," she added.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
