UAE: As Finish celebrates the launch of its new recyclable product pouch, the team reflect on the market-leading innovations that led to its creation – and some of the major challenges faced along the way.
“With this project coming to life after more than a year, it’s like talking about our baby,” says Krzysztof Krajewski, head of packaging innovation for Finish and Vanish, regarding the launch of Finish’s new readily recyclable plastic pouches.
“It was a long process with many struggles and challenges – so maybe it’s more like a bab elephant!” he adds with a laugh. “But that’s what makes it so exciting that we are launching now.” The new eco pouches were launched in Germany on May 7 and will be on sale around the world within a year.
They have a matte finish and a soft-touch feel compared with the previous glossy, stiff packaging. They also have a more “milky” appearance, which lends itself to lighter colour artwork on the packaging. This carries the proud statement of being “recyclable”, which we know is important to consumers.
Discussions and research on how to replace the non-recyclable plastic laminates previously used for the packaging of Finish dishwasher tablets kicked off around three years ago. Recently RB published its commitments on plastics and defined its top-priority projects.