Top Cleaning Products Waste Water. Will Concentrated Versions Help?
Companies are selling everything from tile cleaner to toothpaste tablets in concentrated form, touting the benefits of reduced packaging and water use.
Seventh Generation's EasyDose Ultra Concentrated Laundry Detergent.
Photographer: Seventh GenerationIn 2018, Seventh Generation unveiled what it called a “game changer” in the otherwise pedestrian laundry category. The new product, two years in the making, would allow consumers to swap their giant jugs of detergent for a highly concentrated version sold in bottles roughly the size of a Coke. EasyDose detergent, Seventh Generation vowed, would slash the plastic and water excess typically associated with putting clothes in the wash.
“I was biting my fingernails when we first launched it,” says John Moorhead, Seventh Generation’s chief marketing officer.