NEW Handee paper towel, Purex and Sorbent toilet tissue packaging to hit the shelves containing 20% Recycled Plastic. As market leading brands in the category, this will be the first recycled plastic packaging seen in the paper towel and toilet paper aisles of New Zealand’s supermarkets. Recycled plastic has been used before and reduces plastics going to landfill, supporting the development of New Zealand’s circular economy.

Essity has invested in more sustainable packaging through its Kawerau Mill, marking a significant step forward in its environmental commitment. After 18 months of extensive research and trials into sustainable packaging solutions, the Handee, Purex and Sorbent toilet paper ranges will now feature 20% recycled plastic packaging, starting from October 2021.

This innovation directly supports New Zealand’s move towards a circular economy, and reinforces Sorbent's leadership in sustainability.

Why Recycled Plastic Matters

“We know New Zealanders are concerned about plastic waste, so we are excited to be making our products available to our customers and consumers with more sustainable packaging across our key brands, including Handee Paper Towels, Sorbent toilet paper, and Purex toilet paper NZ.” said Fiona Baxter, General Manager Sustainability for Essity’s Australasian operations.

Using 20% post-consumer recycled (PCR) content in our packaging helps:

Reduce the carbon footprint of our packaging.

Supports the circular economy through reuse of materials.

Lower plastic waste heading to landfill.

Encouraging Recycling in New Zealand

“We are confident that the recycled content in our packaging will further encourage consumers to recycle their plastic waste through the Soft Plastics Recycling Scheme,” she said.

Forest to Flush: A Sustainable Lifecycle

Essity’s “forest to flush” product lifecycle for these products has been independently reviewed. Findings confirm that:

Packaging contributes less than 10% of the total carbon footprint of these products.

Incorporating 20% recycled content is a major milestone toward achieving Essity's 2025 packaging target of 85%  recycled and/or renewable content in our packaging.

How This Change Benefits Kiwi Consumers?

Sorbent is making it easier for New Zealanders to choose eco-friendly toilet paper options without sacrificing quality or convenience.

Key consumer benefits include:

Continued access to the trusted Sorbent toilet paper you know and love, now with enhanced packaging sustainability.

Why 20% Recycled Plastic and What’s Next?

We are proud to continue our sustainable packaging journey by transitioning to 30% recycled plastic packaging from August 2023.