Tide detergent will soon be shipped, part of its parent company Procter & Gamble presses to adapt to online deliveries.
P & G rolled out the new "Tide Eco-Box" on Friday. It has a twist-to-open pour for detergent, an extraction rack and a measuring box. The liquid formula, which contains less water than normal tide, comes in a sealed bag.
The version uses 60% less plastic than sending a corresponding 150 gram bottle of Tide since it does not require additional layers of cardboard boxing or bubble wrapping.
"The size is perfect for the e-commerce supply chain," he says. said David Luttenberger, Global Packaging Director at Mintel Market Research Firm. "It's a simple package for almost any consumer to pick it up, manipulate opening features and dispense."
Tide Eco-Box will join Tide's lineup on Amazon (AMZN), Walmart's website (WMT) and other P & G PG) reseller partners' websites launched in January.
P & G – The owner of big brands like Gillette, Pampers, Old Spice, Head & Shoulder and Dawn-have worked to cope with the challenges of sending more products to customers' homes.
P & G digital sales increased 30% last year to 4.5 billion dollars. They make up about 7% of the world's largest consumer products conglomerate.
The company has organized a device within its drug care business, which also includes Ariel and Downy, dedicated to digital innovations.
"This is a fundamentally different approach than we have lately," said Sundar Raman, Vice President of P & G's North America Fabric Care business.
Consumer Products Manufacturers are hesitant to fine-tune themselves the smallest details in their brand's design to avoid killing the customer, but they have been forced to rethink their packaging for online transfers and pressure from Amazon's strict shipping standards, said Luttenberger.
Online shipping increases the chances of floating products leaking or spilling along the supply chain. These products are packed, packed and assembled with other things more often on the route to the customer's home. And online deliveries are also dependent on cardboard and plastic, which results in increased environmental and sustainability risks.
In response P & G has developed a new "AeroFlexx" package for liquid products like Dawn soap and Old Spice body wash.
The Cap-less bottle and flatter design uses 50% m inner plastic and does not need bubble wrapping to be sent. P & G says that the more flexible bottle makes it easier to pour and practical to use with one hand.
P & G is not the only one to remake its brands for online orders: The British company Garcon Wines has rolled out flat wine bottles.