Seventh Generation reimagines the liquid laundry bottle with plastic and water saving solution

17 Oct 2018 --- Eco-conscious household and personal care company Seventh Generation has launched an innovative new laundry detergent product which is packaged in 60 percent less plastic while containing 50 percent less water. This new “super convenient dosing technology” represents “an effort to modernize the liquid laundry category and drive unnecessary plastic and water waste out of the industry,” the company states.

Designed to be easier to use and lighter to ship, the new Seventh Generation EasyDose Ultraconcentrated Laundry Detergent is now available exclusively via e-commerce channels, including Amazon. It incorporates several innovative new features, including:

• One-of-a-kind packaging: The new 23oz transparent bottle is made of 100 percent recycled PET and is a first of its kind for mainstream laundry, made with 60 percent less plastic and 50 percent less water compared to the standard 100oz detergent bottle, enabling significant energy and materials savings. The bottle weighs a mere 1.6 pounds, 75 percent less than the standard 100oz bottle, while still delivering the same number of loads. The bottle makes it much easier for consumers to lift, pour and store.
• A simpler pour: The product features a new auto dosing technology embedded in the cap, which automatically stops the liquid flow once the proper amount of detergent is dispensed. It’s called EasyDose and is made with a proprietary compression chamber technology designed to deliver the right amount every time. This means no more guessing how much detergent to pour and less of a mess thanks to the addition of a flip cap.
• Small dose, big clean: Seventh Generation developed a unique, plant-based and ultra-concentrated formula that is 99 percent bio-based and provides enough liquid detergent for 66 loads, housed in a compact, convenient 23oz bottle.

“This product is a game changer for both the consumer and industry. Once you try it, you’ll never pick up a 100oz bottle again,” claims John Moorhead, Senior Brand Manager, eCommerce at Seventh Generation.

“We designed the proposition to be effective, compact and incredibly easy to use. This directly addresses feedback we’ve received from consumers: from making it easier to do laundry while holding a child or juggling a laundry basket to eliminating the question of how much detergent to use,” he says.

Launching as an eCommerce exclusive, the Seventh Generation EasyDose Ultraconcentrated Laundry Detergent was also designed with optimal shipping efficiency in mind. The new smaller and lighter packaging allows for less damage while in transit and more efficient shipping due to its lightweight property.

“It’s imperative that we seek ways to lessen our impact on the planet, which is why we’ve reinvented the laundry bottle,” adds Joey Bergstein, Chief Executive Officer of Seventh Generation. “We need to challenge the status quo in the industry and EasyDose does just that. Imagine the unnecessary waste saved if we can eventually replace all 100oz laundry bottles sold both online and in store with this ultra concentrate.”

The EasyDose Ultraconcentrated Laundry Detergent is available in two scents: Free & Clear (fragrance-free) and Fresh Lavender for an MSRP of US$12.99.

Seventh Generation recently launched the first liquid dish soap on the market to be made completely of post-consumer recycled materials. Notably, the bottle’s new cap, developed by TricorBraun, utilizes 100 percent post-consumer recycled materials, many of which were plastic clothes hangers. The new design also supports the company’s goal of ensuring each packaging component across its product portfolio is virgin petroleum free and widely recyclable by 2020. Read more about it here.

Edited by Joshua Poole

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