Johnson’s Baby ditches 90% virgin plastic with recyclable refill cartons

By Becky Bargh 13-May-2022

Curbside recyclable packs are better value on price per millilitre, compared with the original bottle range

Product range includes Johnson's Baby Bedtime Bath, Top-to-Toe Wash and Baby Shampoo

Johnson’s Baby has significantly reduced the amount of virgin plastic used in its toiletry bottles by opting for a paper-based and recyclable refill.

The curbside recyclable packs are made up of FSC Mix-certified paper and just eight grams per one litre of plastic that protects the formula inside.

Compared with two 500ml plastic bottles, the refills show a 90% cutback in plastic.

The baby group anticipates that every 11,000 of the refill packs sold will save one tonne of plastic waste.

Customers are directed to keep their original Johnson’s Baby bottle and top up with the refill product.

“We’re making it easier for families to make more sustainable choices, with just one switch within their daily routines,” said Johnson & Johnson’s Consumer Health Marketing Director for Northern Europe, Hannah French.

“The refills range is the latest step in [the] Johnson’s Baby journey, following on from other huge changes, such as our switch to plastic-free cotton bud packaging, which saved the equivalent of 30 million plastic carrier bags.”

Appealing to those consumers who are feeling the pinch – due to the rise of inflation – the group also said that the recommended retail price is better value on a price per millilitre, compared with the current bottle range.

Johnson’s Baby eco refill packs’ RRP is £4.25.

Products in the range including Johnson's Baby Bedtime Bath, Top-to-Toe Wash and Baby Shampoo.

Skus have rolled out across the UK this month in Sainsbury’s and Amazon.

Boots, Tesco, Superdrug and Ocado will add the skus to shelves from mid-May.

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20 markets across the EMEA region will also retail the new sustainable options by the end of the year.

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