I think it’ll take some time for people to understand that value and it’s hard for a small company to do that only on their own. “It’s infinitely doable and it’s absolutely the way that the industry needs to move. “You have to ask yourself the question, if you could sell a pound and a half bottle instead of a seven-pound bottle of laundry detergent, why would you ever want to sell a seven-pound bottle?” says Bergstein. If every company shifted away from 100-ounce bottles, trimming out each bottle’s five pounds of extra weight, the industry could stop shipping more than 400 million pounds of extra material each year.
Some related options already exist Method, for example, sells an ultra-concentrated 30-ounce bottle that can do 75 loads. Laundry pods aren’t particularly popular with consumers, Bergstein says, and the industry needs to offer a more sustainable liquid option. But the company ultimately believes that the small bottles should be sold in retail stores as well. The lightweight bottle also has advantages for online sales, since a large, heavy bottle sent on its own is more likely to leak during shipment. The small size is easier to sell online than in a retail store, the company says–online, it’s easier to tell the story that the tiny bottle can wash 66 loads than it would be on a store shelf. “The industry loves it, but it’s not so good for the consumer. “Most people fill their caps from their laundry jugs right up to the brim, which is about twice as much laundry detergent is you actually need for a load,” he says. The bottle also has a new cap designed to dispense only the amount of detergent someone actually needs for a load of laundry.
The package itself is also made from post-consumer recycled plastic the designers had to ensure that the detergent interacted with the plastic correctly. “Getting that right interaction at the right time is a really big thing,” says Bergstein. But shrinking to an ultra-concentrated formula was more difficult the team had to find the right formulation that still worked as well as a bigger bottle. We think really deeply as a business about how do we actually find systemic solutions.”Ĭoncentrated laundry detergent, with less water, isn’t new, and Seventh Generation already sells most of its detergent in 40-ounce bottles rather than 100-ounce bottles. “All around us, we see pictures of branded plastic flowing into waterways, overflowing in landfills. “We live in a world right now with a massive amount of unnecessary waste,” says Joey Bergstein, Seventh Generation CEO. The new detergent can wash as many loads as a regular bottle, but comes in 23.1 ounces instead of 100. Regular detergent, the company says, ships with at least five pounds of unneeded material and water.
A new detergent, which the company designed for Amazon and is launching today, cuts the amount of water in half, reduces plastic by 60%, and slims the overall weight by 75%, making it more efficient to ship.
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