18 Feb 2020 --- Ariel is projecting to save an equivalent of 200 million virgin plastic bottles over five years through a new circular economy partnership between brand owner Procter & Gamble (P&G) and UK recycling and energy recovery company Viridor. The companies have agreed to a five-year contract to recycle and reprocess high-density polyethylene (rHDPE) for reuse in Ariel laundry detergent bottles. Also, the P&G brands Lenor, Unstoppables and Fairy are set to become the first commercial implementations in Europe of the intelligent sorting technology HolyGrail 2.0 with the formation of a mega consortium of companies across the value chain reportedly on the horizon.
