The hygiene products giant Unilever has reduced the size of its cans by half, and cut their packaging by 28%, while continuing to dispense the same amount of product.
Unilever’s new, more sustainable packaging, also used 25% less aluminium, using 24 tonnes less of the metal a year.
The smaller, 75ml packaging, will mean 50% more cans loaded into a pallet, and fewer lorries for transportation.
The company said that the change in aerosol format, the first since the 1960s, will make a carbon saving of 283 tonnes each year.
The innovation will help towards Unilever achieving two goals in its sustainability plan: halving waste associated with the disposal of products by 2020 and halving greenhouse gases from products across their lifecycle by 2020.
Unilever UK & Ireland chairman Amanda Sourry said: “We believe that this innovation represents a genuine shift change in the way aerosol deodorants can be manufactured.”
Richard Swannell, director of design and waste prevention at WRAP, said: “The new aerosols represent a step change in the category and WRAP applauds Unilever’s leadership role in evolving the format.
“Unilever’s prominent support for the recycling of aerosols at the end of their life is also demonstrated through supporting initiatives such as Metal Matters.”
Aerosols account for around 80% of sales of deodorant, and sales to women are 19m a year in the UK.