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63 About this deal
The refill and reuse approach is in its early days. We’re all still learning. But experimenting in real-world conditions has given us a lengthy list of insights – and an even lengthier to-do list. Now we want to build momentum and do everything in our power to help bring about a refill–reuse revolution. The ecorefill is 100% recyclable once the plastic sleeves are removed. By the end of 2020, we’re aiming for all ecorefill and spray bottles to be made from 100% recycled plastic. Research from Edelman shows that UK consumers are increasingly demanding more refillable and reusable solutions. That’s why we’re now focusing on developing our refill and reuse strategy while scaling up the common successes and synergies. With our broad portfolio, we’re well placed to trial a range of refill–reuse models across various product categories and formats, including personal care, beauty, laundry, home, hygiene and food. Since 2018, we have launched over 50 pilots.
Cif innovative at-home refill will remove 1.5 - Unilever Cif innovative at-home refill will remove 1.5 - Unilever
The ecorefill’s space-saving design also comes with a smaller price tag, retailing less than the price of Cif spray bottles. It is currently available at Sainsbury’s across the UK. The design also makes them easier to use than many alternatives on the market, including refill pouches that can be difficult to pour and therefore quite messy. Almost a third of people worry about spillages when refilling household products, particularly cleaning supplies. The need for an absolute reduction in plastic use is abundantly clear. A report by The Pew Charitable Trusts and SYSTEMIQ – Breaking the Plastic Wave – found that ocean-bound plastic is set to triple by 2040 unless radical action is taken.In addition to its in-store refill trials, Unilever launched at-home refill product, Cif Ecorefill, in 2019 which has since become the UK’s leading cleaning refill solution 4. Gemma Cleland, Vice President, Homecare, Unilever UK & Ireland, said: “The launch of Cif ecorefills is a game-changer when it comes to reducing plastic waste in the products we use to clean our homes. Our research shows that two-thirds of us feel guilty when we throw away plastic and shoppers are looking for easy switches that can have a positive impact on the world around us. We think there’s no better place to start than in the home. By keeping a bottle of Cif and refilling and reusing it over and over again, consumers can reduce their consumption of single use plastic.”
FAQ | Cif
Made with 75% less plastic, Cif ecorefill simply attaches to the current Cif Power & Shine bottles. Through its innovative technology, it seamlessly releases the super-concentrated product into the bottle, which is filled with water at home. The ecorefill contains a 10x concentrated formula, delivering the same superior clean for which Cif is known and loved.Changing how we make, distribute, use and dispose of everyday products is one of the biggest environmental challenges the world is currently facing. It’s also an issue where consumption habits are just as important as business models. In the research, 40% of people thought they would be more expensive. But actually, they retail at less than the price of Cif spray bottles. While triggers are technically recyclable, many recycling companies aren’t geared up to deal with them. Plus, they are designed to last approximately 15 times – about five years, on average – but instead, generally get disposed of after just one use. Almost a fifth of shoppers wanted a sealed product option (18%) and to be able to return empty bottles to store (16%). A quarter (25%) would be interested in a loyalty or reward scheme 3
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