Plastic packaging for Fairy and Head & Shoulders (brands Procter & Gamble) will be made from completely recycled materials, including plastic waste collected on the seashore.

It is known that plastic extracted from the ocean and collected on beaches is difficult to reuse due to deterioration in quality over time, however the iconic P & G brands said they found a technically “revolutionary” way to integrate plastics from the ocean with other recycled plastics into their bottles.

Plastic is assembled and processed in cooperation with TerraCycle.

Bottles for Fairy and Head & Shoulders will be sold exclusively in British supermarkets Tesco. Both companies (P & G and Tesco) in April of this year signed the British plastic pact on the reuse, recycling or composting of plastic packaging by 2025.

According to experts, every 100 meters of Britain’s beaches contain an average of 138 garbage.