Procter & Gamble (P&G) says its new Ariel ExcelGel, which was recently launched in Western Europe is currently transforming the detergent category in that region.
Gianni Ciserani, P&G president, Western Europe said last week at the 7th Annual European Business Summit that the detergent uses less chemicals, less water and less energy.
"A small dose delivers brilliant cleaning even at wash temperatures as low as 15 degrees. The product contains 20% less chemicals per wash and the pack uses 45% less plastic than a common liquid detergent."The new detergent is part of the company's sustainability initiative which the company said is incorporating in every part of its business.
The company recently revised its 2012 sustainability goals and as part of that, P&G now intends to develop and market at least $50bn in sales of sustainable innovative products with reduced (less than 10%) environmental footprint compared to previous or alternative products.
P&G also intends to deliver a 20% reduction (per unit of production) in carbon dioxide emissions, energy consumption, water usage and disposed waste from P&G plants, leading to a total reduction over the decade of at least 50%. P&G's original target is a 10% reduction in each of its operational categories.
For transportation in Europe, P&G says it aims to increase the use of rail transportation from 10% to 30% by 2015. This represents an annual reduction of 67,500 tons of C02.
This is actually a good news for us. Giant companies should also think like P&G on how to protect our environment. By the way, what's the retail price of this gel detergent?