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Concentrated products make a difference

Hege Seljelid, Anders Lillebo and Ståle Riddervold can report significant environmental savings since the transition to a new generation of concentrated OMO, Blenda and now also Milo.

Hege Seljelid, Anders Lillebo and Ståle Riddervold can report significant environmental savings since the transition to a new generation of concentrated OMO, Blenda and now also Milo. 

In the past few years we have introduced a new generation of concentrated laundry detergents, which have generated substantial environmental savings.

Highly concentrated liquid OMO and Blenda were launched in the first quarter of 2015. Anders Lillebo, Senior Product Developer, was one of the driving forces behind the concentrated products and played a pivotal role in their development.

“After an extensive development process we succeeded in concentrating liquid OMO and Blenda, which enabled us to lower the dosage from 60 to 35 ml without reducing the products’ cleaning performance,” Anders relates.

And the benefits have been numerous. According to Anders, in the two years that the products have been on the market, the use of pure chemicals has been reduced by almost 400 tonnes as a result of the lower dosage.

Moreover, the new bottles are smaller – 595 ml, as opposed to the former 1000 ml bottles. That makes them lighter to carry and easier to handle for consumers. The smaller bottles give the same number of washes as the old 1-litre bottles, and the most important benefit of all is the significant reduction in the use of plastic.

Hege Seljelid, Senior Packaging Developer, who was in charge of developing these bottles, reports that the smaller bottles have reduced use of plastic by an impressive 435 tonnes in two years.

Because the bottles are smaller, fewer trucks are needed to transport the products to stores – generating a corresponding reduction in CO2 emissions.

Milo followed right behind

The third quarter of last year saw the introduction of Highly concentrated Milo as well.

“It’s been a period of intense development, and we are very pleased to be able to launch Milo, too, as a highly concentrated product. With this launch, we will achieve further environmental savings and take yet another step in a more sustainable direction,” says Kine Klæbo, Senior Product Developer.

Consumers on the same team

Consumers play an important role in realising the environmental potential in switching to highly concentrated products.

“We have focused heavily on communicating the message that “just one cap is enough” to ensure that consumers understand the concept and don’t dose as much detergent as before. The response from consumers shows that they have understood the point of reducing the dose per wash. Overdosing is very disadvantageous from both an environmental and a financial standpoint. We will therefore continue to underscore this important message in the future,” says Senior Brand Manager Ståle Riddervold.

Ståle adds that providing good information on bottle labels and through other channels to ensure that the plastic bottles are discarded as plastic waste and recycled is also very important.