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Why Procter & Gamble Will Start Delivering Tide in a Shoebox



(CNN) –

Tide detergent will soon be shipped in a shoebox, part of its parent company Procter & Gamble, which aims to adapt to online delivery.

P & G has launched the new "Tide Eco-Box" on Friday, featuring a rotating opening to clean the detergent, a retractable stand and a measuring cup, the liquid formulation that uses less water than regular tide

The version uses 60% less plastic than an equivalent 150-ounce bottle of tide because it does not require additional cartons or air bubbles to wrap it in. It's lighter and takes up less space in a van which allows P & G to save money on shipping costs.

"Its size is perfect for the ecommerce supply chain," said David Luttenberger, global packaging director of research firm Mintel. "It's a simple package for just about any consumer. that it picks up, manipulates and releases the opening functions. "

Tide Eco-Box will be Tides Series at Amazon (AMZN), Walmart's Website (WMT) and others en P & G (PG) trading partner websites from January.

Flat Bottles

P & G ̵

1; the owner of major brands such as Gillette, Pampers, Old Spice, Head & Shoulders and Dawn – has taken more of the challenges of shipping products for the home of buyers.

P & G's digital revenue grew 30% last year to $ 4.5 billion. They account for around 7% of the largest consumer goods company in the world.

The company has organized a unit within its textile care business, which includes Ariel and Downy, who are engaged in digital innovation.

"This is fundamentally different This is an approach that we have not adopted in the past," said Sundar Raman, vice president of North America Fabric Care of P & G.

Consumer goods manufacturers are reluctant to even to change the smallest details of the design of their brands so as not to turn off the customers. According to Luttenberger, they were forced to reconsider their packaging for online shipments and the pressure of Amazon's strict shipping standards.

Online shipping increases the likelihood of liquid products leaking or leaking along the supply chain. These products are more often packaged on the way to the customer's home, unpacked and bundled together with other material. And online deliveries are also more dependent on cardboard and plastic, resulting in additional environmental and sustainability risks.

In response, P & G has developed a new "AeroFlexx" package for liquid products such as Dawn Soap and Old Spice Detergent.

The capless bottle and flatter design uses 50% less plastic and does not require bubble wrap. P & G says the more flexible bottle makes it easier to pour and convenient to use with one hand.

P & G is not the only one to redesign its brands for online ordering: British company Garcon Wines has rolled out flat wine bottles.


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