paulcox
When we picture cartons, most of us might think of fruit juices or dairy products. However, for customers at smol, the UK’s fastest-growing homecare brand, this packaging staple of the food and drinks industry can now just as easily be found under the kitchen sink as in the fridge.
From mid-October smol subscribers started to receive refill packs of fabric conditioner and washing up liquid packaged in 500ml D-PAK™ cartons by Elopak. These low-carbon, fully recyclable cartons are delivered directly to smol subscribers’ homes and provide a handy and convenient way to top up essential supplies.
The choice is a natural fit for smol, which was set up in 2018 to empower more sustainable choices in home cleaning products under the tagline ‘smol things make a big difference’. All of the company’s products are vegan and free from animal cruelty . In 2020, Smol became the first company in the world to produce 100% plastic free laundry and dishwasher packs.
“We’re always looking for new and exciting ways to innovate our products to be better for the planet and more convenient for our customers,” said smol co-founder Nick Green.
“Elopak’s D-PAK™ carton is a perfect next step for smol to help cut down on plastic bottles; taking the refill revolution one step forward, starting off with our washing up liquid and fabric conditioner,” he added.
From November, all smol washing-up liquid and fabric conditioner starter kits now include 500ml bottles-for-life, made from 100% post-consumer recycled plastic. When these are empty, consumers can easily top up using their D-PAK™ refill pack, before rinsing the carton and folding it for easy recycling.
“We know that plastic is a big issue of our customers and we are always looking for ways to reduce plastic in our packaging,” explains Sophie Bramley, Innovations Manager at smol.
“Weighing up our options and reviewing the packaging solutions on the market, the D-PAK™ carton from Elopak really called out to us as a positive step forward.”
According to research by D.S. Smith, the UK disposes of 468 million single-use plastic cleaning spray bottles every year. To make matters worse, only about 12% of UK plastic is currently recycled, with the remainder shipped away to other countries to be burned or put into landfill.
Elopak’s D-PAK™ cartons are almost entirely made from paperboard, which is sourced from sustainably managed European forests. Multiple Life Cycle Analysis (LCA) studies have shown that cartons have a much smaller carbon footprint than PET or HDPE bottles.
Originally released in the 1990s, Elopak’s D-PAK™ carton has experienced a revival in recent years as more household goods companies pivot to a refill model.
In 2020, Norwegian manufacturer Orkla unveiled refill packs for its Klar line of hand soap and laundry detergents, packaged in Elopak D-PAK™ cartons. Initially only available online, Orkla’s refill packs were rolled out across grocery stores in Norway in 2021 after the cartons sold out in record time and over 1,000 people joined the waiting list.
The following year, Orkla expanded the refill model to its Omo, Blenda and Milo fabric care ranges in Norway, as well as the Grumme brand in Sweden and Lumme line in Finland – all packed in Elopak® D-PAK™ cartons.
Now with smol also championing the use of refill cartons in the UK, British consumers are able to make the same sustainable packaging choices for their cleaning supplies as they do for their food and beverages. Expect to see a carton in a laundry room near you soon.