MM Packaging, a leading provider of sustainable fibre-based packaging solutions for consumer goods, has launched EcoBox, an innovative recyclable alternative to conventional detergent packs featuring plastic handles and metal rivets.
Composed of 95% fibre-based materials, the new design delivers on both strength, with an integrated handle that can safely hold loads of up to 7 kg, and sustainability-led innovation by incorporating a dosing spoon that is not only recyclable but also built directly into the carton.
Consumers can simply detach the dosing spoon located on the front of the pack and easily mould the carton into a spoon, avoiding multi-layer plastic packaging dosing cups that could be affected by costly fees under new EPR (Extended Producer Responsibility) legislation. Accessibility of the pack has also been considered with a new hinged opening, which includes a built-in reclose function via a small plastic tear strip, allowing for complete access to the detergent for convenient dispensing.
Joaquin Alcarazo, Managing Director of the Iberica site at MM Packaging, commented: “For decades, detergent packaging has relied on complex multi-material structures. Consumer expectations have changed. Today, brands need packaging that combines performance, convenience and recyclability without increasing cost. Data from the 2026 Consumer Packaging Perceptions Survey highlighted that non-recyclable packaging is the leading reason consumers are now switching brands, with 64% of the 5,000+ consumers surveyed by Pro Carton, the European Association for Carton and Cartonboard Manufacturers, reporting that ease of recycling remains their most important packaging requirement[1]. Furthermore, 84% say they prefer cartonboard and cardboard packaging over plastic, with 66% saying that sustainable packaging increases their trust in a brand[2].
“Detergent brands are uniquely positioned to capture consumers that are looking to switch to more recyclable pack formats. Yet the solution is not simply looking at ways to design out plastic. Despite best efforts from the industry to switch to recyclable alternatives, many items such as caps, lids and closure mechanisms are too small to be captured by MRFs (Material Recovery Facilities), while metal rivets and plastic handles are not easily separated from the pack by sorting systems. That’s a real problem we are facing today. “This is why EcoBox from MM Packaging is unique in its approach. It removes the metal rivets, plastic handles and dosing cups found in popular detergent packs.” Under the EU’s PPWR (Packaging and Packaging Waste Regulation), plastic packaging must contain specific minimum percentages of recycled content from 1 January 2030.
In Spain, packaging legislation is accelerating the transition towards fibre-based solutions by progressively encouraging higher recyclable fibre content in packaging formats. As regulatory and EPR requirements become more demanding, detergent brands will increasingly benefit from designs that maximise fibre content and minimise non-recyclable components. Currently, a standard carton box with metal rivets, a plastic handle and dosing cup reaches 79.8% and sits above the 75% minimum carton threshold required today. Yet by 2030, the minimum percentage will increase to 90%, meaning most standard detergent products would fail to meet government targets.
Designed to go beyond current sustainability targets, EcoBox contains 95.4% fibre-based content, resulting in significantly lower EPR costs for brands than a traditional detergent box. In addition, the innovation can be easily produced on current packaging lines with minimal upfront investment required.
Joaquin Alcarazo concluded: “Our EcoBox innovation is designed for brands that want to make a real difference in the packaging industry. Those loyal to a brand want packaging that’s easy to recycle and convenient to use without an increase in cost. EcoBox makes the transition to recyclable powder detergent packaging simple, scalable and commercially viable.”
To discover more about the benefits of collaborating with MM Packaging and experience its latest innovation for detergent packaging, visit: MM Packaging EcoBox
References:
1, 2. Pro Carton, 2026 European Consumer Packaging Perception Survey, ‘The Power of Packaging: What makes European Consumers trust, stay or switch?’, 2026. Pro Carton Consumer survey presentation v1.0