Tom’s of Maine brings recyclable toothpaste tube to shelves

Tom’s of Maine is putting its recycling efforts front and center.

The Kennebunk, Maine-based company unveiled its recyclable toothpaste tube, which has been recognized by the Association of Plastic Recyclers and is designed to be compatible with the No. 2 HDPE plastic stream.

Designed to be circular so the material can be re-processed into new products and packaging, the No. 2 plastic is the same material used in most laundry detergent bottles, the company said.

"We're thrilled to offer a first-of-its-kind recyclable toothpaste tube that's been recognized by the Association of Plastic Recyclers, which sets the standard for North America. There is no oral care or personal care tube on the market with this APR recognition," Esi Seng, the general manager at Tom's of Maine, said. "We're already hard at work engaging with The Recycling Partnership and their network to communicate with recycling centers and win their acceptance of our recyclable tube. We're proud to be blazing a trail for other toothpaste brands to follow," Seng added.

First to debut in the recyclable tube is the brand’s Antiplaque & Whitening Peppermint Natural Toothpaste, which will be hitting shelves in the coming weeks and will see full availability in the recyclable packaging by the end of 2020, the company said.

"When it comes to recycling, shoppers interested in natural products are also more committed, active participants in working to keep waste out of landfills," Julie Sprague, stewardship manager at Tom's of Maine said. "This is another commitment we're making as a company guided by a rigorous set of standards called our Stewardship Model, which ensures we're operating sustainably and responsibly every day. Taking care of the planet is a goal we all share and this exciting launch is a new way we can work together in this ongoing effort."