Four years on from its launch of an ambitious closed loop system for refill pouches in the home and personal care market, Australian company Zero Co has changed tack to launch ForeverFill, a paper-based refill system it claims as a world-first.
For PKN readers who are familiar with the entrepreneurial work of Zero Co CEO and founder Mike Smith – and who may also follow his commendable efforts to clean up waterways documented on LinkedIn – this shift in strategy should come as no surprise. His approach is gutsy but not blinkered, demonstrated by his willingness to change direction.
As groundbreaking as the original system was when it launched in 2020, it hasn’t played out as intended. To date, customers have purchased refillable bottles made from recycled plastic along with pouches filled with laundry detergent, dishwashing liquid, handwash and other personal care and home cleaning liquids. Customers have used the pouches before returning them to Zero Co for reuse as part of a closed-loop system.
More than 220,000 pouches were cleaned and reused, but only 42 per cent of Zero Co’s pouches were returned, which meant 58 per cent ended up as single-use plastic.
Smith and his team recognised that they cannot be perpetuating the growing global waste problem they are trying to solve. This called for an overhaul of the entire product range and led to the development – after two years of research, analysis and customer feedback – of ForeverFill. The new system does not rely on customers to return empty pouches but still reduces the amount of single-use plastic destined for landfill.
Demetre Tryfiatis, head of product at Zero Co, told PKN the foundation of the new system is the Forever bottle, a reusable and durable bottle constructed from 100 per cent rPET, with a shoulder containing the pump made from rPP. The base bottle is clear to allow the refill to show through, while the opaque plastic shoulder is available in three colourways.
Zero Co says the bottle are “guaranteed for life”, and by this the company means that if a pump malfunctions with wear and tear, or a bottle breaks, replacement parts can be sent to the consumer.
Tryfiatis explains that the paper-based refill is a linear formed composite structure made from 91 per cent paper fibre, of which 60 per cent is PCR content. The liquid barrier layer is a multi-layer construction of LDPE and aluminium, with a BOPP lidding film beneath the fibre-based lid.
Adopting this refill cuts the plastic use by 97 per cent compared to the previous pouch refill system, and other brands that use single-use bottles, pouches and sheets. The refill containing the concentrate slots into the clear plastic bottle, and when empty can be recycled via the kerbside recycling system available in most councils.
Tryfiatis confirms that the recyclability of the paper-based refill has been tested at MRFs to show it yields enough pulpable fibre in recovery to make it kerbside recyclable in the paper stream; each refill carries the Australasian Recycling Label to denote this.
“We have also future-proofed the design of the system so that even if new refill technology is developed, it will be compatible with the forever bottle,” Tryfiatis added.
Zero Co says the new system will also result in 75 per cent less freight emissions from shipping.
Commenting on the change, Mike Smith says, “Zero Co exists to solve the global waste problem, so we’re not afraid to challenge our assumptions and pivot when facts demand it. With ForeverFill, we’re setting a new standard in sustainability, pushing boundaries to create solutions that truly impact our planet. This complete reimagining of our personal and home care range helps people reduce waste at home while funding ocean cleanups. It’s not just an improvement – it’s a revolution in how we address the plastic problem”.
In addition to the implementation of the ForeverFill system, Zero Co is introducing a new 10-for-1 promise. The company has removed over 45 million water bottles’ worth of waste from oceans, rivers and beaches worldwide since 2020. Now, Zero Co is taking it to the next level by promising to collect 10 water bottles’ worth of ocean waste for every product purchased.
For Mike Smith and his team, these changes aren’t just about products; it’s about making a bigger difference. With every refill, customers aren’t just reducing waste at home – they’re actively cleaning oceans.
The new system will be available from 14 October 2024.
