Italchimica strengthens its commitment to more sustainable cleaning with an innovation designed for mass market consumption. Through the Dual Power brand, dedicated to home care and recognisable by its "Welcome Home" pay-off, the company is introducing recyclable paper packaging of 900ml for two high-turnover products: concentrated gel dishwashing detergent (in refill format) and liquid laundry detergent.
Greater responsibility
- Dual Power Concentrated Gel Dishwashing Detergent with bicarbonate, also available in lemon variant, is now offered in 900ml refill format, with an 87% reduction in plastic per unit volume compared to the traditional 1000ml format
- Dual Power Laundry Detergent, in Classic and Marseille versions, guarantees 21 washes and an 83% reduction in plastic per dose compared to the 1.8L format
Packaging that speaks to the planet Solid, resistant and easy to handle, the new paper bottle is designed for precise and convenient dosing whilst enabling efficient reuse of the cellulose fibres contained within it.
A concrete response to new purchasing habits According to the European Consumer Packaging Perception study (Pro Carton, March 2025), 67% of Italian consumers are willing to choose sustainable products at the same price. Italchimica responds with green convenience, bringing to supermarket shelves a proposition that combines effectiveness, sustainability and environmental transparency.
