Procter & Gamble (P&G) has joined with the Paper Bottle Company (Paboco) to develop and launch its first paper pulp-based bottles in European markets next year.
P&G has been working behind the scenes with Paboco for around 12 months. The result of this work is the company’s first prototype paper bottle for the Lenor brand which will be fine-tuned before a pilot launch of 100,000 units in Europe next year.
The Lenor pilot will help P&G learn how to scale up paper packaging and incorporate the technology more widely across all of the company’s brands.
This is a hugely complex packaging innovation which must take into consideration stability, product lifespan and ensuring the consumer experience isn’t affected negatively. At present, this initiative is expected to deliver a 30% reduction in plastic used by weight.
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