Aquafresh Fresh and Minty is switching to 100% recyclable packaging from January 2022, featuring a fully recyclable tube and cap, as well as a carton made from recycled board. The switch to eco-friendly packaging forms part of GSK’s goal to make every tube recyclable by 2025, as well as being the first step in moving the entire Aquafresh range to 100% recyclable packaging in 2022. With Aquafresh Fresh and Minty being Aquafresh’s biggest toothpaste SKU, accounting for over a quarter of our Aquafresh Toothpaste volume, this change will have a huge positive impact on Aquafresh’s total brand sustainability.
Shopper demand for sustainable products has grown in the last several years, with 81% of consumers feeling strongly that companies should help improve the environment. This demand can also be seen within the oral health category, with 62% of oral care users in the UK alone agreeing that products should be more eco-friendly. To support shoppers in their sustainability efforts, Aquafresh Fresh and Minty will move to more environmentally-friendly packaging, helping to position the brand as a key product for conscious consumers.
Hannah Rogers, Senior Brand Manager said: “Consumers are becoming much more aware of the environmental impact of their purchases. In fact, 57% of consumers said they would switch their purchasing habits in favour of reducing negative environmental impact. As a business, we are leading the way not only in helping to eradicate preventable oral health problems, but to also provide people with better, more sustainable oral care solutions that don’t compromise on quality. The switch to fully recyclable packaging for Aquafresh Fresh and Minty marks just one more step in our ambition to make every tube recyclable by 2025, and to move the entire Aquafresh range to 100% recyclable packaging by the end of 2022.”
The new packs will retain the same Aquafresh Fresh and Minty toothpaste within, including the integral 3 in 1 protection for the whole family with 24-hour enamel shield*. The new modernised packaging will be 100% recyclable as part of Aquafresh’s commitment to sustainability.
 NielsenIQ Unit sales to WE 04/01/22
 Mintel Future of Oral Care report 2019. Base:1,967 UK internet users aged 16+ who have used oral care products in the last 3 months; US internet users
 https://chainstoreage.com/study-consumers-pay-more-brands-sync-their-beliefs last accessed April 2021