In a collaborative effort, Kimberly-Clark Australia and Woolworths have successfully completed a packaging trial aimed at eliminating the use of secondary plastic packaging for Viva paper towels. The initiative, now set to become standard practice, is projected to save 15 tonnes of plastic annually – the equivalent of 1.6 million 500ml plastic bottles.
The trial involved removing secondary plastic ‘bundling’ from Viva paper towels, with products instead being packed directly onto pallets for transport to Woolworths, and required close collaboration between Kimberly-Clark’s sustainability, engineering, and logistics teams, as well as Woolworths’ distribution network. Secondary packaging, often removed before products reach store shelves, has long been an overlooked contributor to plastic waste.
Following over a year of development and testing, the revamped packaging process was rolled out in Woolworths stores in September 2024. Early feedback highlights operational benefits such as improved stock replenishment efficiency and reduced disposal of excess plastic. This trial forms part of Kimberly-Clark’s commitment to halving virgin plastic usage by 2030.
Adam Carpenter, mill manager at Kimberly-Clark Australia, told PKN about the complexities of the project: “This started as an idea from our sustainability team, but it quickly evolved into a cross-functional effort. Our engineering team worked on adjustments to our automated packaging systems, and our logistics team ensured everything aligned with Woolworths’ advanced distribution network. Collaboration was absolutely key at every stage.”
Carpenter explained that while Kimberly-Clark has focused heavily on reducing plastics in primary packaging and products – achieving a 16.4 per cent reduction in virgin plastic usage since 2019, as noted in the company's 2023 Sustainability Report – the trial offered a new avenue for removing plastic from the supply chain.
“The biggest challenge was ensuring that the changes worked seamlessly in Woolworths’ systems. We had to test new configurations on pallets, create new barcodes, and adjust workflows on both sides. It was a significant hurdle, but the partnership with Woolworths made all the difference.”
Expanding sustainability efforts
The success of the trial is prompting Kimberly-Clark to explore similar opportunities across its product portfolio. Carpenter noted some ongoing initiatives, including replacing plastic slip sheets on pallets with paper – a move that saves 142 tonnes of plastic annually – and increasing recycled content in packaging.
“The soft plastic packaging on Viva paper towels and Kleenex toilet paper now includes 20 per cent recycled content, and we are committed to increasing this in line with industry and company goals,” Carpenter said.
Additionally, the company is contributing to broader sustainability efforts as a founding member of Soft Plastics Stewardship Australia. This emerging program, co-designed by the Australian Food and Grocery Council and major retailers, aims to support a circular economy for soft plastics.
“Soft plastics recycling is still in its infancy here in Australia, but we remain committed to closing the loop on this important material. Collaboration across the industry will be vital to accessing more recycled content and creating real impact,” Carpenter said.
Driving industry-wide change
Carpenter underscored the importance of consumer and retailer feedback in shaping Kimberly-Clark’s sustainability approach.
“We always have the consumer at the heart of everything we do at Kimberly-Clark. Our customers – the retailers – are our biggest connection to those shoppers, so it’s critical we’re working in lockstep to achieve our goals.”
He stressed that partnerships like the one with Woolworths play a critical role in driving industry-wide change:
“Projects like this are a fantastic opportunity to reduce plastic, but they require alignment across the entire value chain to maximise their impact. Woolworths was incredibly committed to this initiative.”
The success of the trial underscores the value of collaboration between manufacturers and retailers in driving sustainability.
Tim Moffatt, Woolworths category manager for Paper Goods, Period & Continence Care, said, “We're really pleased to see our trade partners working to remove and reduce unnecessary plastic packaging through the supply chain. Packaging used to transport products through our network can be a significant opportunity for sustainability improvements but requires close collaboration to ensure team safety and product quality is maintained.”
By challenging conventional practices, Kimberly-Clark and Woolworths are setting an example for the industry, demonstrating that significant reductions in plastic waste can be achieved through partnership and persistence.
