Aquafresh Fresh and Minty launches new fully recyclable packaging

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 per cent recyclable packaging in 2022. With Aquafresh Fresh and Minty being Aquafresh’s biggest toothpaste SKU, accounting for over a quarter of Aquafresh’s Toothpaste volume[1], 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 per cent of consumers feeling strongly that companies should help improve the environment[2]. This demand can also be seen within the oral health category, with 62 per cent of oral care users in the UK alone agreeing that products should be more eco-friendly[3]. 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.