Plastic-free toothpaste, something to smile about

Porirua-based business Solid was launched with the aim of taking plastic packaging out of oral health care products.

Owners Laura Nixon and Adam McConnochie say they wanted to offer customers an option that created less waste. Every year about 16 million toothpaste tubes end up in landfill in New Zealand.

The Porirua-based company chose to package its toothpaste products, including a paste, tablets, and powder, in glass jars. The jars can be returned and reused, refilled or recycled.

As well as reducing waste, reusable packaging also help reduce emissions. Measuring Solid’s carbon footprint revealed that increasing the number of jars being returned or refilled was the biggest win for reducing emissions.

Customers can return empty jars by mail or take them back to the store where they were purchased. They get a free toothpaste for every 12 jars returned. About 15% of the jars are returned.

Customers also have the option of refilling their jar in some stockists’ stores or by ordering a refill that comes in lightweight plant-based packaging.

Adam McConnochie says the refill option is growing in popularity. More than half the sales of the toothpaste tablets are now refills.

“Customers tell us they really like being able to return to refill the jars. Asking them to do something extra seems counter intuitive but it’s proving to be a real point of difference. Once customers are on board they stay.”

Getting the return and refill systems to work efficiently is a continuing challenge.

“We don’t always get things right but working closely with our wholesalers and customers we’re making improvements all the time.”