Ecover launches Too Good to Waste washing-up liquid using leftover beer brewing mixture

Written by: Editorial staff | Published:
The Too Good To Waste washing-up liquid uses leftover ethanol and water after it has been extracted from the process of making non-alcoholic beer

Ecover has launched a new washing-up liquid made from at least 25% waste ingredients from the beer brewing process.

The Too Good To Waste washing-up liquid uses leftover ethanol and water after it has been extracted from the process of making non-alcoholic beer.

It has been launched as part of Zero Waste Week to showcase the value in waste materials.

The liquid is produced in Ecover’s zero waste factory, with the bottle and cap made from 100% and 50% post-consumer recycled plastics respectively.

Tom Domen, Ecover head of long-term innovation, said: “With this new product we challenged ourselves to think about we could make use of ingredients that already exist and are currently wasted – viewing waste as an opportunity not just a problem.

“We want people to rethink their throwaway culture which has sadly become the norm. There is so much more that needs to be done but making use of leftover ingredients and recycled materials has to be the future.”

Ecover currently diverts 98.1% of its waste from landfill through reduction projects, reuse, reducing and recycling.

The company aims to achieve zero waste to landfill within the next couple of years.

Alcohol is used in many cleaning products and given non-alcoholic beer is the fastest growing segment of the beer category, there is plenty of waste ethanol.

Ecover’s Too Good to Waste washing-up liquid will be available exclusively in the UK from Amazon, Ocado and Whole Foods from 16 September while stocks last.

The UK Plastics Reprocessing conference will run on 13 November in London.


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