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Closed Loop Recycling chief executive Chris Dow said: “It’s great that a large producer such as Ecover is taking such a futuristic view on packaging, showing true commitment to designing on shelf product with recycling in mind.”

Ecover chief executive Philip Malmberg added: “As manufacturers, we’ve got to take responsibility for sustainability very seriously – to take real action on climate change and the damage done by our over-reliance on fossil fuels, creating ‘green’ products that deliver more than a nod to sustainability.”