Coop Switzerland has launched a new line of own-brand toothbrushes made of renewable raw materials, branded as Naturaline.
Priced at CHF 5.50 each, the product is available in soft and medium versions.
The soft toothbrush has been rolled out in around 580 Coop stores in Switzerland, and the medium toothbrush is available in almost 240 outlets.
The handle of the toothbrush is made of FSC-certified Swiss beech wood, while the head is made of bio-plastic.
The bristles are made of a special material extracted from castor and the product is packaged in recycled cardboard boxes.
The product offers the same cleaning experience as a conventional toothbrush, Coop said.
Since 2012, Coop has removed 20,000 tonnes of packaging materials and this initiative will help the retailer to further reduce plastics from its operations.
In Switzerland alone, around 500 tonnes of plastics are used in manufacturing conventional toothbrushes, Coop said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.