European manufacturer of cleaning and hygiene products McBride has announced a significant step towards sustainability with the launch of its first Surcare brand product in Elopak’s D-PAK cartons.
This marks a departure from traditional plastic bottles and represents a substantial reduction in plastic consumption.
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By GlobalDataThe Surcare non-bio laundry liquid will now be available in 750ml D-PAK cartons.
McBride has also optimised the product’s formulation, allowing for a reduction in volume from 980ml without compromising performance. The company’s switch to cartons translates to an 85% reduction in plastic per wash.
The new Surcare carton packaging is expected to hit UK retail shelves in August 2024 and will be stocked by major supermarkets including Asda, Waitrose, Sainsbury’s and Morrisons.
The transition is estimated to save a total of 22.7 tonnes of plastic annually.
“Surcare has been developed to give people who want to be sensitive to their skin peace of mind, and we wanted to give reassurances that we are serious about sustainability with our packaging,” said Pavan Chandra, Surcare senior brand manager for McBride.
“The shift from plastic bottles to cartons fits with our high-impact product sustainability targets which include reduction in the use of plastics and responsible sourcing. We aim to offer consumers more recyclable options and as carton recycling is increasing in the UK, the D-PAK is the carton to take us forward.”
The Surcare brand, established in 1989, is renowned for gentle formulas free from fragrances, enzymes, acids and dyes.
The entire range, including fabric softener, washing-up liquid, non-bio laundry washing powder, capsules and liquid, is dermatologically approved and has received the Allergy UK seal of approval.
By choosing D-PAK cartons, McBride is not only reducing its environmental footprint but also responding to consumer demand for more sustainable packaging options.
As carton recycling rates continue to rise in the UK, the company is confident that this move will contribute to a more circular economy.
