Colgate-Palmolive has finalized the design of a recyclable toothpaste tube that is said to set a new industry standard.

The tubes have replaced the standard toothpaste design in favour of high-density polyethylene (HDPE), which is said to be the second most popular recycled plastic for bottle making.

Set to roll out through the company’s Tom of Maine brand throughout the U.S. in 2020, there is a further global launch planned for the Colgate brand.

Justin Skala, Executive Vice President and Chief Growth & Strategy Officer for Colgate-Palmolive, said that while there hadn’t been a right time to make toothpaste tubes recyclable, there is now.

He continued, “Once we’ve proven the new tube with consumers, we intend to offer the technology to the makers of plastic tubes for all kinds of products.
“By encouraging others to use this technology, we can have an even bigger impact and increase the long-term market viability of this solution.”

In order to continue its commitment to recycling, the company is set to support Closed Loop Fund as well as Terracycle’s Loop initiative for reused, refillable packaging.

The new tubes have received recognition from the Association of Plastic Recyclers (APR) – the first oral care or personal care tube to achieve the acknowledgement.