Colgate is rolling out its breakthrough recyclable tube in the U.S. and using a bold message on its package to help get the word out.

The tube's limited-edition design says "Recycle Me!" 

Colgate-Palmolive's tube is the first to be recognized by external recycling authorities as recyclable. It is made from High Density Polyethylene (HDPE), the same No. 2 plastic used for milk and detergent bottles.

Recycling the tube alongside plastic bottles requires no extra steps -- no rinsing, cutting or cleaning before tossing it into a recycling bin.

Encouraging Consumers to Recycle

Making a toothpaste tube that is recyclable is only half the battle. Traditionally, since most of the world's toothpaste tubes are made with a mix of materials, they have not been recycled. Globally, that adds up to 20 billion toothpaste tubes a year that are tossed in the trash.

The bold, limited edition graphics aim to help encourage recycling. The message is found on select tubes of Colgate Optic White Advanced Sparkling White, Colgate Cavity Protection, Colgate Max Fresh Cool, and Colgate Total Whitening.

The brand will transition the rest of its toothpaste line to the new tube by 2023.

The goal of "Recycle Me!" is to build awareness of recyclable tubes not only among consumers, but also the operators of the Materials Recovery Facilities (MRFs) that sort plastic, reprocessors that make resin from recycled plastic, and other recycling stakeholders.

Dana Medema, Vice President & General Manager, Oral Care for Colgate-Palmolive in North America, comments:

"We want to lead in waste reduction—making toothpaste tubes a part of the circular economy. The Recycle Me! tube is designed to educate and engage consumers and the recycling community who are both essential to progress, and we are excited to initiate and learn from our upcoming pilot program."

Colgate-Palmolive is developing a recyclable tube pilot program in partnership with peer companies and working with a leading MRF and reprocessor in the U.S.

The pilot will focus on one county or municipality to test how educational efforts can build tube recycling rates and assess the quality of the tube material that is collected for reprocessing. The data will be used to define easy-to-action best practices for tube recycling to be shared with communities and recyclers around the country.

Choosing HDPE is an Innovative Approach

Colgate-Palmolive has taken other important actions to build momentum for the adoption and acceptance of recyclable tubes.

One was to use HDPE. Colgate chose it because the HDPE bottle stream has one of the highest recycling rates, at about 30% in the U.S. It wasn't easy to work with; HDPE is rigid and not well suited for squeezable tubes.

But by combining different layers of HDPE laminate at varying thicknesses, Colgate engineers were able to produce a soft, easy-to-squeeze recyclable tube that will also protect the product across roughly 150 brushing occasions during the life of a typical 6 oz. tube.

Colgate Is Sharing Information with Competitors

The other important action Colgate is taking is to share its recyclable tube know-how with other companies, including competitors. The brand has participated in 50 packaging forums and 1-on-1 meetings to promote the transition to recyclable tubes.

For recyclable tubes to be a success, it requires a critical mass of tubes on shelf that meet recycling standards. That will encourage the recycling community to add tubes to their lists of acceptable materials and support a new habit among consumers to recycle tubes.

Measuring Success, Building Momentum

Momentum is building. Major toothpaste brands, which with Colgate account for 90% of the US market, have publicly committed to switching to recyclable HDPE toothpaste tubes by 2025. 

During this transition phase, acceptance of tubes at certain recycling facilities may be limited, and consumers should check with their local community facilities.