Refill and reuse: Unilever launches Cif ecorefill, removing 1.5 million plastic spray bottles from shelves

11 Jul 2019 --- Hot on the reusability trail, Unilever has launched Cif ecorefill – a new at-home technology that allows consumers to refill and reuse their Cif spray bottles “for life.” Made with 75 percent less plastic, Cif ecorefill simply attaches to the current Cif Power & Shine bottles and seamlessly releases the super-concentrated product into the bottle, which is filled with water at home. The ecorefill contains a 10x concentrated formula, delivering the same high-quality as before.

The move comes as UK demand for less plastic and more refillable and reusable solutions is on the rise, with 62 percent of people saying reuse is even more important to them than recycling, Unilever reports. Meanwhile, more 83 percent of people wish they had access to more refillable products and, furthermore, only 16 percent are currently buying refills.

The largest barriers to the uptake of reusable solutions are lack of awareness on refill products or simply not being able to find them on supermarket shelves, Unilever says. With that in mind, Cif has worked to create a powerful no-mess solution, becoming the first household cleaning brand to do so with this pioneering twist and click refill design.

The ecorefills are 100 percent recyclable once the plastic sleeves are removed and, by the end of 2020, the ambition is for all Cif ecorefills and spray bottles to be made from 100 percent recycled plastic. Currently, the bottles are 100 percent recyclable PP and HDPE and neither PP nor HDPE needs to be separated before disposal, Gemma Cleland, Vice President, Homecare, Unilever UK & Ireland, tells PackagingInsights.

“The Cif ecorefil carries the On-Pack Recycling Label, which aims to deliver a simple, consistent and UK-wide recycling message on packaging to help consumers recycle more material correctly, more often,” Cleland adds.

The ecorefills are also lightweight and save on storage space. Furthermore, diluting the product at home means that 97 percent less water is being transported, which equates to fewer trucks on the road and less greenhouse gas emissions.

The ecorefill’s space-saving design also comes with a smaller price tag (£2.50), retailing less than the price of Cif spray bottles. It is currently available at Sainsbury’s supermarket across the UK.

“In August, the Cif ecorefills will also be available via Amazon, Ocado, and Morrisons. The product is currently available in the UK and France and will be available in other markets shortly,” Cleland says.

Cif is committed to enabling people to use their Cif Power & Shine trigger spray bottles for life. If the trigger spray breaks, customers can call the Cif careline to receive a new trigger spray delivered free to their home.

“We know that people are looking to reduce their plastic footprint and the use of concentrates, like this novel design by Unilever, is a way to support people to do this,” comments Helen Bird, Strategic Engagement Manager at WRAP (which manages The UK Plastics Pact).

By the end of 2020, the ambition is for all Cif ecorefills and spray bottles to be made from 100 percent recycled plastic (PCR), helping to drive the UK Plastics Pact target to get 30 percent average recycled content across all plastic packaging by 2025, Cleland notes.The new Cif ecorefill Power&Shine Kitchen bottle.

“The ecorefill innovation is a key proof point for Unilever’s new ‘Get Plastic Wise’ campaign, which is a holistic approach to rethinking plastic and reflects Unilever’s commitment to seeking out ways to innovate across all of our brands and develop solutions that allow us to use less, better or no plastics,” she adds.

The Unilever #GetPlasticWise Five Point Plastic Plan comprises:

1. Increase the amount of recycled content we use and the recyclability of packaging;
2. Reduce the amount of plastic in products and business, and ensure that the plastic that is needed can be reused, recycled or composted;
3. Seek alternatives to plastic;
4. Support positive behavior change with consumers and employees;
5. Work collaboratively with a range of partners to affect change.

Reusable packaging is experiencing an upsurge, largely fueled by the recent launch of TerraCycle’s new shopping platform, Loop. In addition to Unilever, an increasing number of household names are taking part in the initiative, including BIC, Carrefour, Coca-Cola, Danone, Mars, Mondelēz International, Shell, The Body Shop, Unilever and Wildesk. The platform is also open to private label and smaller brands, such as Jacques Fabre, La Biscuiterie de Provence, Les Petits Bidons and Lesieur.

By Joshua Poole