Migros sends a crystal-clear message with the Handy Fresh Ocean bottle

The oceans are suffocating with waste and plastic represents 80% of all marine debris. Every single minute, one truckload of plastic waste is added to that tremendous amount of waste. If we don’t come up with solutions, the ocean will contain more plastic than fish by 2050.

Solving this problem begins right at the start, when the products we use every day are designed. This is how we will progress towards a circular economy for plastics. It’s exactly on this basis that Migros, Switzerland’s largest retail company, decided to revisit one of its most iconic products: the dishwashing detergent brand "Handy" and it's orange bottle.

And guess what, they trusted our #tide ocean material® for that. The Handy Fresh Ocean limited series is encased in a bottle made of 100% ocean-bound plastic. It comes with a fresh marine blue cover and – for the first time ever – with a new scent reminiscent of the ocean.

In addition to being composed of a sustainable packaging made with our #tide® HDPE granules, the Handy Fresh Ocean’s liquid detergent has an excellent biodegradability performance and is devoid of animal products.

For the first time a product made of upcycled ocean-bound plastic made its way on the Migros shelves.

All these novel attributes did not go unnoticed: Migros’ brand-new Handy Fresh Ocean was nominated for the Swiss Packaging Award 2023 for its innovative features.

Going full circle

By adopting our #tide ocean material® rather than virgin plastic, brands can reduce their carbon footprint by up to 80% (i.e., LCA). Our sustainable solution allows companies to protect the ocean and reuse what already exists instead of drawing finite resources from the ecosystem.

That’s an important step in the transition towards a circular economy for plastics, but that’s not enough.

We need to make sure that no plastic waste finds its way back to the ocean. The reused materials should be kept into a material circle through innovative systems that work. That’s crucial, and that’s what we, at #tide, highly encourage.

That’s why we are very happy that within the scope of their sustainable packaging campaign Migros will recycle the Handy Fresh Ocean bottles after use. Customers can return the obsolete items back to Migros stores for recycling.

Handy Fresh Ocean was designed to do more than washing dishes, it was conceived to contribute for the protection of the oceans and raise awareness on the importance of implementing viable circular models.

It really goes a long way.

The development of this project was only possible thanks to: Migros, Mibelle Group, and Biplast AG, which produced the sustainable packaging and put together the short film above. ↑