An industry giant is giving Australians a reason to smile by shaking up a mundane task everyone does, and it’s for the greater good.
Colgate is shaking up the toothpaste category by changing the way people brush their teeth, and it’s better for the environment.
The oral hygiene behemoth has launched a recyclable toothpaste tube, the first of its kind to be categorised as ready-to-recycle under the Australasian Recycling Label program.
It is made from polyethylene and can be tossed into kerbside recycling bins.
Colgate said the new tube, which has been five years in the making, had hit the shelves, and the company planned to share its groundbreaking technology with competitors in a bid to stop 50 million tubes from ending up in landfill every year.
“Making toothpaste tubes part of the circular economy will help keep plastic productive and eliminate waste,” Colgate-Palmolive South Pacific general manger Simon Peterson said.
“Colgate-Palmolive wants all toothpaste tubes to meet the same third-party recycling standards that we’ve achieved, so we are openly sharing our technology with toothpaste competitors as well as manufacturers of all kinds of tubes.”
The majority of tubes are made from sheets of plastic laminate that are then wrapped around a thin layer of aluminium.
These materials make it incredibly difficult to recycle through conventional methods.
This means a staggering 50 million toothpaste tubes generally end up in landfill in Australia every year – enough to stretch across the nation twice.
Australian Packaging Covenant Organisation chief executive Brooke Donnelly said it was essential companies rallied together to help Australia meet its upcoming waste and recycling deadlines, including the 2025 national packaging targets.
“It’s fantastic to see companies striving to phase out difficult to recycle materials, innovating to find recyclable alternatives and sharing those learnings and technology to help transform the wider market,” she said.
It’s a major step in the company’s long-term goal of transitioning to 100 per cent recyclable products by 20205.
Colgate’s Smile for Good toothpaste will set customers back $8 and can be purchased from major retailers, including Woolworths, Coles, Amazon, Chemist Warehouse, and Priceline.
It comes in two forms, with a focus on protection or whitening.
Kantar data reveals almost 70 per cent of consumers are concerned about the impact products have on the environment.