Colgate announced in June that it would launch an innovative packaging of oral care products by 2020, but it was Tom’s Maine that on November 15th, Recycling Day, announced the launch and commercialization of the first tube of tooth paste fully recyclable, recognized by the Association of Plastic Recyclers – APR.

Toothpaste tubes typically haven’t been recyclable because most are made of a mixed material that doesn’t have a second life and has to be landfilled. The recyclable tube is designed to be circular, so that the material can be re-processed into new products and packaging.

The #2 plastic continues to have a strong recycling stream and is the same material used in most laundry detergent flasks. The new Tom’s of Maine recyclable tube is designed to be circular, so that the material can be re-processed into new products and packaging.

Tom’s of Maine Antiplaque & Whitening Peppermint Natural Toothpaste will be the first variant in the new tube, available on shelves in the coming weeks.

“We’re already hard at work engaging with The Recycling Partnership and their network to communicate with recycling centers and win their acceptance of our recyclable tube, said Esi Seng, general manager at Tom’s of Maine.

“When it comes to recycling, shoppers interested in natural products are also more committed, active participants in working to keep waste out of landfills,” said Julie Sprague, stewardship manager at Tom’s of Maine, pointing to the other commitment that company takes over: recycling.

Tom’s Maine brand consumers are often buyers of natural products and that is why Colgate has chosen to develop and launch the new recyclable toothpaste tube through Tom´s Maine. “Taking care of the planet is a goal we all share and this exciting launch is a new way for us to work together on this ongoing effort, “said Julie Sprague, managing manager of Tom’s of Maine.

There is a possibility that the technology will be offered to plastic tube manufacturers of all types in the long run.