Game-changing laundry bottle cleans up on ecommerce sustainability

Not only are brands looking to reduce the amount of plastics in packaging, the explosive growth in ecommerce sales brings another component into the equation that prioritizes the benefit of weight and volume reductions in making packaged products even more efficient for online sale and distribution.Seventh Generation ecommerce bottle lavender

Seventh Generation (Burlington, VT), a major and pioneering household and personal care products company in the eco-friendly products space, took all the above into consideration with the launch of a new laundry detergent in an effort to modernize the liquid laundry category and drive unnecessary plastic and water waste out of the industry.

The company believes it’s a game changer.

Designed to be easier to use and lighter to ship, the new Seventh Generation EasyDose Ultraconcentrated Laundry Detergent, now available on, incorporates several innovative new features, including:

  • One-of-a-kind packaging: The new 23oz transparent bottle is made of 100% recycled PET and is a first of its kind for mainstream laundry, made with 60% less plastic and 50% less water compared to the standard 100oz detergent bottle, enabling significant energy and materials savings. The bottle weighs a 1.6 lb, 75% less than the standard 100oz bottle, yet delivers the the same number of loads. The Seventh Generation ecommerce bottle in use pouringbottle makes it much easier for consumers to lift, pour and store.
  • A simpler pour: The product features a new auto dosing technology imbedded in the cap, which automatically stops the liquid flow once the proper amount of detergent is dispensed. It’s called EasyDose, and is made with a proprietary compression chamber technology designed to deliver the right amount every time. This means no more guessing how much detergent to pour and less of a mess thanks to the addition of a flip cap.
  • Small dose, big clean: Seventh Generation developed a unique, plant-based and ultra-concentrated formula that is 99% bio-based and provides enough liquid detergent for 66 loads, housed in a compact, convenient 23oz bottle.
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“This product is a game changer for both the consumer and industry. Once you try it, you’ll never pick up a 100oz bottle again,” saiSeventh Generation ecommerce bottle PQd John Moorhead, Senior Brand Manager, eCommerce at Seventh Generation. “We designed the proposition to be effective, compact and incredibly easy to use. This directly addresses feedback we’ve received from consumers: from making it easier to do laundry while holding a child or juggling a laundry basket to eliminating the question of how much detergent to use.”

Launching as an eCommerce exclusive, the Seventh Generation EasyDose Ultraconcentrated Laundry Detergent was also designed with optimal shipping efficiency in mind. The new smaller and lighter packaging allows for less damage while in transit and more efficient shipping due to its lightweight property.

“It’s imperative that we seek ways to lessen our impact on the planet, which is why we’ve reinvented the laundry bottle,” said Joey Bergstein, Chief Executive Officer of Seventh Generation. “We need to challenge the status quo in the industry and EasyDose does just that. Imagine the unnecessary waste saved if we can eventually replace all 100oz laundry bottles sold both online and in store with this ultra concentrate.”

The EasyDose Ultraconcentrated Laundry Detergent is available in two scents, fragrance-free Free & Clear and Fresh Lavender, for a MSRP of $12.99.

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