Toothpaste is notorious for being packaged in tubes that are intended to be thrown away, so Procter & Gamble has announced that it will start using new recyclable HDPE tubes in a bid to shift from disposable alternatives. The announcement comes on the heels of an agreement with Albéa to start using its proprietary Greenleak Generation 2 tube technology that can be recycled across a number of different programs. The new packaging will be used across the brands Oral-B, Crest and Blend-a-med brands in January 2021 and will continue through 2025 towards a full conversion in both the US and European markets.
P&G Chief Sustainability Officer Virginie Helias spoke on the shift towards the recyclable HDPE tubes saying, "We have committed to enable and inspire responsible consumption through innovation on our product and packaging. Our leading oral care brands touch millions of people around the world. This new packaging innovation will contribute to making the toothpaste tubes recyclable at scale in existing recycling streams, hence reducing our footprint and striving for circular solutions. It’s no longer about if or what we can do, but how quickly we can do it.”