Unilever is continuing its drive to reduce plastic waste by launching Cif ecorefill, a new product that it claims will allow consumers to refill and reuse their Cif cleaning spray bottles for life.
Made with 75% less plastic, the ecorefill attaches to current Cif Power & Shine bottles and then releases the super-concentrated product into the bottle, which is filled with water at home. It contains 10x concentrated cleaning fluid across the brand’s Kitchen and Bathroom variants.
The ecorefills are 100% recyclable once the plastic sleeves are removed and, by the end of 2020, the company’s ambition is for all Cif refills and spray bottles to be made from 100% recycled plastic.
Announcing the product, Unilever highlighted research that found 83% of people wished they had access to more refillable products and only 16% are currently buying such items. The largest barriers were found to be a lack of awareness of refill products or simply not being able to find them on supermarket shelves.
Gemma Cleland, Vice President of Homecare at 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.”
The ecorefills have an RRP of £2.50 (70ml) but are currently being sold by Sainsbury’s for £1.50, making them cheaper than standard full Cif Power & Shine bottles. They will go sale in Wilko later this month, and via Amazon, Ocado, and Morrisons in August.
NAM Implications:
- As always, an idea becomes great if the punters can access it…
- Critical mass of distribution is anyone’s guess…
- …but 50% might be a workable break-point…
