Ecover’s Beer Waste Washing Up Liquid
Too Good to Waste washing-up liquid is made from 25% wastewater and ethanol siphoned from the production of non-alcoholic beer, itself a growing category. See also Selling to Sober Curious Consumers for more on opportunities in the low- and no-alcohol space.
Meanwhile, the product is packaged in bottles made from 100% post-consumer recycled plastic, and capped with lids made from 50% recycled plastic.
The brand’s head of long-term innovation, Tom Domen, remarked: “In the same way that we have encouraged people to rethink plastic, we want people to rethink their throwaway culture, which has sadly become the norm. There is so much more that needs to be done, but making use of leftover ingredients and recycled materials has to be the future.”
This use of waste ingredients is an example of intuitive, planet-friendly brands working together to cater to the rapidly growing demand for sustainable products. Read more in our Macro Trend, Towards Our Sustainable Future.
Additionally, Trans-Industry Ingredients explores a cross-industry approach to using precious and adaptable resources.