The Procter & Gamble Co. released its Fairy Ocean plastic bottle, made completely from post-consumer recycled plastic and plastic retrieved from the ocean.

The dishwashing liquid brand’s new bottle was created through a partnership with TerraCycle, a Trenton, N.J.-based company that makes plastics from pre- and post-consumer waste. The new bottle will be available to British consumers in 2018, P&G reports.Credit: Procter & Gamble

“The launch of the bottle aims to raise awareness of the issue of ocean plastic and what can be done to prevent plastic waste from reaching the ocean,” says a statement from P&G.

The U.K. launch will include 320,000 bottles. P&G says this is the largest production of recyclable dish soap bottles in the world made from ocean plastic. This particular bottle will be made from 10 percent plastic collected from the ocean and 90 percent post-consumer recycled household waste, P&G reports.

The Ellen MacArthur Foundation estimates 95 percent of the value of plastic packaging material, worth $80 billion to $120 billion annually, is lost to the economy. The foundation also posits that, on the current track, there could be more plastic than fish in the ocean, by weight, by 2050.

P&G’s other brands, including Fairy, Dawn, Yes, Dreft, and Joy are manufactured from an average of 40 percent post-consumer recycled plastics.

“As the world’s No. 1 dishwashing liquid globally and a much-loved brand in the U.K., we want to use Fairy to raise awareness about the importance of recycling,” says Virginie Helias, vice president of global sustainability for P&G. “Our consumers care deeply about this issue and by using ocean plastic we hope to show that the opportunities are endless when we rethink our approach to waste.”

The move is significant, according to the Ocean Conservancy.

“We are thrilled that P&D is raising awareness of ocean plastic pollution amongst their consumers,” says Susan Ruffo, managing director at the Ocean Conservancy. “P&G’s leadership on this issue, including through their participation in the Trash Free Seas Alliance, is critical to solving the ocean plastic crisis. We are excited that in addition to its work to reach consumers directly through the Fairy bottles, they are also addressing the source of ocean plastic by supporting our initiative to raise over $150 million over the next five years to improve waste collection, sorting, and recycling in key ocean plastic economies. Improving waste management in these places can help cut the flow of plastic going into the ocean by half by 2025.”