Italchimica introduces new recyclable paper packaging for Dual Power: where sustainability meets everyday convenience

(Padua, Italy) Italchimica strengthens its commitment to more sustainable cleaning with a new solution designed for the mass market. Through its Dual Power brand – dedicated to home care and recognised by its Welcome Home payoff – the company launches 900 ml recyclable paper bottles for two high-turnover products: the concentrated dishwashing gel refill and the liquid laundry detergent.

This innovation responds to the growing demand from environmentally conscious consumers seeking effective yet less impactful solutions. The new FSC® and Aticelca-certified bottles offer a tangible alternative to plastic: the bottle body is disposed of with paper, and the cap with plastic.

Less plastic, more responsibility

• Dual Power Concentrated Dishwashing Gel with Bicarbonate, also available in a lemon variant, now comes in a 900 ml refill format, reducing plastic use by 87% per unit of volume compared to the traditional 1 L format.
• Dual Power Laundry Detergent, available in Classic and Marseille versions, delivers 45 washes and achieves an 83% reduction in plastic per dose compared to the 1.8 L format.

High performance, low impact

The Dishwashing Gel provides deep degreasing power and removes unpleasant odours thanks to its long-lasting foaming formula, effective even in cold water. Only 4 ml on a sponge or 8–12 ml in 5 litres of water are enough to achieve excellent results.

The Laundry Detergent removes tough stains while caring for fabrics and colours, thanks to active enzymes. It is effective even at low temperatures and available in two fragrances: Marseille and Classic.

Packaging that speaks for the planet

Solid, durable, and easy to handle, the new paper bottle is designed for precise, one-handed pouring. It is the result of advanced technology that allows for the efficient reuse of the cellulose fibres it contains.

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 if the price is comparable. Italchimica responds with green convenience, bringing to supermarket shelves a solution that combines performance, sustainability, and environmental transparency.