From recycling to the circular economy – Serto packaging now made from household plastic packaging waste
Serto detergent packaging is made from Fortum Circo® recycled plastic, which is itself made from Finnish recycled consumer plastic packaging. Its carbon footprint is less than half of that of virgin plastic. Making plastic recycling a reality requires cooperation along the entire value chain.
Many Finnish households already have a collection bin for recycling packaging plastic. However, full-scale recycling can only be achieved when plastic packaging sorted by consumers is recycled into secondary raw material and used in making new packaging or products.
“Plastic collection and recycling are essential first steps in making reprocessed plastics possible. What matters most is what happens after collection and recycling. The process for manufacturing new packaging from recycled plastic packaging is complex, and requires collaboration between different sectors and companies. The circular economy is needed,” says Kaisa Tuppura, who has been the driving force behind the project at Kiilto.
"By switching to Circo recycled plastic, we have reduced the use of virgin HDPE plastic by 30 tonnes."
Consumers see packaging made from recycled materials as an easy way to make sustainable choices
Consumer research has shown that 38% of consumers consider sustainability a particularly important factor when buying laundry detergents. However, many find it difficult to assess for themselves how sustainably produced a given product is, as the factors related to sustainably often seem unclear and may just be advertising gimmicks. These findings are taken from a consumer study commissioned by Kiilto.
“The findings challenge us companies to communicate more clearly and better overall. Concrete actions help to communicate. For instance, by switching to Circo recycled plastic, we have reduced the use of virgin HDPE plastic by 30 tonnes,” Tuppura says.
According to the study, the most important sustainability-related factors for laundry detergents are the recyclability of packaging, achieving a clean result with the minimum amount of detergent, and a responsibly operating manufacturer.
“I’m pleased that the results reflect consumers’ understanding of sustainability in terms of the packaging, the product itself and the manufacturer. It’s important to make continuous improvements in each of these areas. In addition to the recyclability of the packaging, it’s also important to consider the material it’s made of.”
The survey showed that 75% of liquid laundry detergent users find recycled plastic packaging a good choice for liquid laundry detergent.
“Consumers find it an easy and effortless way to make more sustainable choices. In addition, 45% of liquid laundry detergent users would prefer to use recycled plastic packaging over other types of packaging. So when it comes to sustainable choices, Kiilto is progressing in the same direction as consumers,” Tuppura says.
"The Serto bottle is an excellent example of a circular economy product in which recycled consumer plastic packaging is given a new life as new plastic packaging."
Ambitious climate targets
One of Kiilto´s goals is that by 2025, 70% of our packaging material is reused, renewable or recycled. Most of the emissions related to Kiilto’s manufacturing processes are indirect (GHG Protocol scope 3) emissions, which are caused by activities other than in-house production or purchased energy, for example. The main source of emissions is raw materials. In product development, Kiilto is constantly seeking raw materials and packaging that are less environmentally damaging.
An important partner in enabling the creation of the new Serto packaging is Fortum, the manufacturer of Circo® recycled plastic.
“Achieving ambitious goals requires innovative partners and a common will to succeed. Serto detergent packaging combines the strengths of consumers and industry pioneers alike,” Tuppura says.
According to Fortum’s Commercial Manager Anniina Rasmus, who is responsible for sales of Circo recycled plastic, Circo® is suitable for many different applications.
“It’s a consistent and sustainable choice of raw material that can also be tailored according to customer needs for recycled plastic materials,” Rasmus says.
“The Serto bottle is an excellent example of a circular economy product in which recycled consumer plastic packaging is given a new life as new plastic packaging. Plastic packaging will be subject to a recycled content obligation, which means that by 2030 all non-food contact packaging must contain at least 35% post-consumer recycled (PCR) plastic. This is plastic that has been recycled from consumer plastic waste. Kiilto is leading the way, as Serto bottles are already made entirely from recycled plastic.”
Easy reminder for consumers: which plastics go into the collection bin?
- Is it packaging?
- Is it plastic?
- Is it clean (no oil, marinade, liquids, etc.)?
Put plastic packaging in the collection bin! (Muovien kierrätys | Muoviteollisuus ry (plastics.fi))
Six environmental aspects of the packaging changes
-
Recycled raw material is generated from consumer waste or industrial by-products. Previously, these material streams were considered waste and ended up in landfills or incineration for energy. Now, waste material is intended to be used for the production of other materials.
Recyclable means that the packaging can be recycled regardless of the material it is made from.
-
The transition to a new packaging material is a multi-stage process. The packaging manufacturer must carry out tests to ensure that recycled plastic can be used to make high-quality packaging. Before the packaging can be used for laundry detergents, its functionality and safety must be verified through laboratory and production tests.
-
Switching to recycled plastic in Serto packaging has reduced the usage of virgin high density polyethylene (HDPE) plastic by 30 tonnes.
-
Fortum Circo® is recycled plastic made from consumer plastic packaging collected in Finland. The carbon footprint of Circo recycled plastic is less than half that of virgin plastic.
-
Kiilto aims to be carbon-neutral in its own production by 2028, and to reduce its indirect (GHG Protocol scope 3) CO2 emissions by 21% by 2031 compared to 2021.
-
Kiilto’s environmental goals are also linked to a broader framework, as we are committed to setting science-based climate targets (SBTi).
Further information:
Kaisa Tuppura
Head of Marketing, Consumer Goods
Kiilto
kaisa.tuppura@kiilto.com
+358 45 632 5933
Anniina Rasmus
Commercial Manager, BL Plastics
Fortum Recycling & Waste
anniina.rasmus@fortum.com
+358 40 081 5484
Tags:
