Bottling Sustainability | Seventh Generation
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Bottling Sustainability

Author: Seventh Generation

Every once in a while, something so different and so right comes along that whatever succeeds it can only hope to keep up. That's what's happened to our new Natural 4X Laundry Detergent. But while this new super quadruple concentrated formula is definitely shout-worthy, it's not the game-changer I'm talking about. The big news is its bottle. It's a whole new bottling ball game made from used paper, a material whose reputation for containing messy viscous liquids is paper thin at best. But it totally works and you'll love it at first sight. The first thing you notice is that this doesn't look anything like any other bottle because it's made from some very unbottle-like things -- namely 70% recycled cardboard and 30% recycled newspaper, which is molded into a rigid shape you can grab and pour just like a conventional plastic bottle. Inside this shell is a clever plastic pouch that contains the detergent. When the bottle's empty, you take off the cap, pop open the shell, and pull out the pouch. Drop all three in your home recycling bin*. Or you could compost the shell. Sweet. Simple. Zero mess. Less waste. And a lot fewer resources consumed because our new bottle, which was developed by our friends at Ecologic Brands, uses 66% less plastic than typical 100 oz 2X detergent bottles and closes the recycling loop tight. Emptied bottles go through their own unique spin cycle and just get turned into new bottles again and again until their fibers wear out -- up to (approximately) seven more times. Forget all the good stuff inside for a minute. You're doing big things for the environment just by bringing home the new bottle. How awesome is that? This is the bottle that holds everything we believe in. And you won't believe it when you finally hold it yourself. Click here for a chat with two members of our R&D and packaging teams who helped create this fantastic new product. And click here for where to buy our new Natural 4X Laundry Detergent. *Check for plastic recycling standards in your area.


Dulles picture
So far I haven't found any product that isn't as good as a conevntional product. I've used 7th generation toilet paper, paper towels (I usually use cloth), and laundry soap. I've used method dish soap. I'm still waiting to run out of dishwasher soap to try a greener brand. For cleaning bathrooms and kitchens I use vinegar and baking soda. I use the baking soda like you would use comet, I wet the surface and sprinkle it on and wipe it down with a sponge. I rinse it and spray it with vinegar, I've done this for months, no funky smell and no mold, plus these things work great to unclog a hairy drain. I use soap and water to clan all my kitchen surfaces then use vinegar to get a streak free shine. If I have a spot that needs to be scrubbed I use the baking soda as a paste and let it set for a few minutes. I have all stainless appliances and vinegar works great on them too. I also use vinegar as a fabric softener in the rinse cycle. I line dry my clothes.
lilmissdisney picture
I love this new bottle! Way to go!
kristin577 picture
That's so cool! I just had a thought to cut the bottoms and use for gardening...make a little pot to transplant!
grampysgurl picture
I notice the 4x comes in Free & Clear and Geranium Blossoms & Vanilla. Will you be offering softener in the Geranium Blossoms & Vanilla scent? I have to say one of my biggest issues is getting the softener scent and detergent scent in the same flavor... it's hit and miss finding your products as needed. It took over a month of going to 4 different stores weekly to find the 100 oz Blue Eucalyptus & Lavender detergent. i realize it's up to the store managers to order it but I assume someone sells it to them and should be upselling. I have a lot of trouble finding the scented dish liquid as well which I can live with but it would be nice to get the scented too. I LOVE your products and wouldn't go through the hunt like we do if I didn't
RscuAnmls picture
Excellent work Seventh Generation! Ingenious! I can understand why some would prefer a refillable container, but even when that will become an option it will take quite some time to surface everywhere. (As it is now, I have to either travel an hour to buy most of my products or order them online.) So, this is the best possibility yet! And as I am concerned for other residents of planet Earth as well as environmental factors, THANK YOU for continuing to be a Leaping Bunny-approved company! And thank you, too, for purchasing the logo, as it makes it much easier for inexperienced consumers to identify. I buy and recommend only LB products.
babyhorner picture
I think the strides Seventh Generation continues to make in its green efforts are highly commendable. However, I live in CT. When will I be able to buy it here?
goodamye picture
Great idea but I like the idea of bulk buying. Go into the store with the plastic bottle that you keep reusing and fill it from the huge container their. No waste on the consumer.
Cat-TheVerdantLife picture
This is great! I've been waiting for this since I first heard the news and I can't wait to check out the new packaging myself.
bfrogjules picture
Those were my thoughts exactly! At first I thought, "What a great idea!" And then I thought, "Wait...why do we need the paper 'bottle' at all?" And not to bring up yet another competitor (but I'm about to), but Mrs. Meyers also makes soap refills in pouches with a spout.
Naturalmommyab picture
I heard rumors about this last October from a friend and then I saw the packaging at Expo West trade show. It is amazing. I cannot wait to purchase it. I also look forward to it beign avaialbe at some day! I will blog about it for sure at
CADNerd picture
Wow, packaging with an actual purpose. Now if you could only talk the electronics guys into doing away with those clear plastic packages that require industrial machinery to open. Very Nice.
Consumer Insights Team picture
Consumer Insights Team
the above message was meant for: stefARw . Sorry, Sue
Consumer Insights Team picture
Consumer Insights Team
The plastic is #4 and can be recycled in local grocery stores that have the container to recycle their shopping bags. You might want to check with your locak recycling facility to see if they will accept it. This should be showing on shelf sometime in April. We have delivered to our largest distributor and some natural stores have it on order. ~~~ Sue H
wolfelena picture
I'm guessing that the paper on the outside is protecting the plastic liner. One hundred ounces, or even fifty, of laundry detergent can be pretty heavy, so the paper is strong enough to contain the liquid, while the plastic keeps the paper dry. Sounds pretty genius to me!! Good work!
bertabcd1234 picture
Why is there a plastic pouch inside a paper bottle? Since the paper "bottle" isn't actually doing anything now, why not just sell the plastic pouch? (Not to bring up the competition, but Method does this with their hand soap refills.) Or, how about maybe at least selling "refills" like that? That being said, it does use less plastic, so it's better--I just think it could be even a little bit better than this. (I'll spare you from my thoughts on glass or aluminum. :))
mymackey picture
can you send samples for me to blog about? check out and let me know what you think. I've most recently posted about your dryer sheets :) Thanks in advance :) and I also shared this info on FB and Twitter :)
stefARw picture
I love my Seventh Gen detergent, so I can't wait to try this new bottle! What # is the plastic? When does it hit the shelves?