Procter & Gamble’s Lenor brand now has a prototype paper bottle to help reduce both its plastic and carbon footprint.

Produced in partnership with paper bottle company Paboco, the trial rollout will form the basis of a test and learn strategy to scale up paper packaging and incorporate it more widely across P&G’s portfolio.

The news follows Unilever’s similar trial for its OMO (also known as Persil, Skip and Breeze) set to debut in Brazil by 2022, with a roll-out in Europe and other countries soon after.

P&G brands include Ariel, Lenor, Tide, Downy, Fairy, and Cascade and as part of its 2030 Ambition, P&G’s Fabric & Home Care division aims to reduce its use of virgin plastics by half by 2030. It has additionally committed to a 30 per cent absolute plastics reduction by 2025 and to design for 100 per cent recyclability by 2022. Home Care is committed to use no virgin plastics by 2025.

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