Page 61 - Plastcs News January 2019

produCt news

Henkel launches new laundry P&G’s new Tide packaging

detergent closure ECO-Box

ousehold consumer goods company Henkel launched rocter & Gamble (P&G; Cincinnati, OH) will
Ha new laundry detergent closure designed to function Pbegin shipping its top-selling laundry detergent
well with concentrated detergents. With the help of Tide in an Eco-Box this month. The Tide Eco-Box
Weener Plastics (WP), it arrived at an appealing, functional re-imagines the classic liquid detergent with new
dispensing closure that complements the newly-designed packaging containing an ultra-concentrated formula
bottle. The closure is a sustainable system with good designed for e-commerce. “For the first time, we have
pouring behavior, is suitable for e-commerce use, and aims designed a package ‘eComm-Back,’ beginning with the
unique challenges and opportunities the e-commerce
for optimal efficiency in manufacturing and logistics. To environment presents,” said Sundar Raman, Vice
meet the packaging demands of Henkel’s premium brand
President of P&G’s North America Fabric Care business.
“This is a fundamentally different approach than
we’ve taken in the past and represents our relentless
obsession with delighting consumers wherever they
want to purchase our brands.” The new bag-in-box
design allows the Tide Eco-Box to arrive on a shopper’s
doorstep in a sealed, shipping-safe cardboard box.

Inside the box is a sealed bag of ultra-compacted Tide
liquid laundry detergent, explained the company in its
announcement. To use, a perforated cardboard flap is
peeled off to reveal a dosing cup and new “no-drip”
twist tap. To make dosing simpler on flat surfaces, the
box includes a pull-out stand to raise the height of the
box so the cup fits easily underneath the tap. The Tide
Eco-Box is a “nod” both to e-commerce and a lighter
Persil, WP developed a two-piece dispensing closure, shipping footprint.
consisting of a spout portion and a cap portion. A separate P&G designed the
doser has been designed to be used as a dosing device or Tide Eco-Box to
can be placed directly in the washing machine. One of the ship as efficiently
challenges was to prevent leakage at the micro (sealing) as possible on its
and macro (ruptured packaging) levels, which can be an journey from a
issue in transit. To overcome this challenge, a soft sealing manuf actur ing
element was integrated in both closure parts to ensure site to a retailer’s
warehouse to a
tight sealing during transportation. The product has been consumer’s front
tested and approved for highly demanding parcel delivery door. The Tide Eco-
requirements. Box contains less packaging overall, including 60% less
Henkel & WP carried out extensive testing to arrive at plastic, and doesn’t require any secondary re-boxing or
an ideal pouring behavior. This smart spout design helps bubble wrap. The higher concentration of Tide liquid
consumers to dose accurately and enables them to empty detergent means that it uses 30% less water than the
the bottle completely after the last usage. It’s important current 150-ounce Tide press tap package, making the
to note that Europe’s International Association for Soaps, product lighter. Because of its boxed design, it takes
Detergents, and Maintenance Products is pushing for more up less space, which means “more loads of laundry can
concentrated liquids in the European market. fit on fewer delivery trucks,” explained P&G.

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63 Januar y 2019 Plastics News