Werner & Mertz slashes plastic use by 70% with recycled pouches, smart dosing system

GERMANY – Werner & Mertz has introduced a recyclable stand-up pouch containing post-consumer household recyclate, alongside a recycled plastic dosing system with refill pouches, for its cleaning products.

The dual innovation aims to reduce plastic consumption, improve recyclability, and help users cut costs through precise dosing.

The German cleaning products manufacturer, known for its Frosch brand, has been a pioneer in circular packaging through its “Recyclate Initiative,” which works to close material loops for post-consumer plastics.

The new pouch and dosing system represent the latest evolution in this ongoing effort to transition cleaning products away from single-use rigid packaging.

The Pouch: Recycled and Ready to Recycle

The stand-up pouch is produced using post-consumer household recyclate, diverting plastic waste back into packaging rather than relying on virgin materials.

Importantly, the pouch is designed to be recyclable within existing systems, a critical feature often missing from flexible packaging formats.

By shifting from rigid bottles to pouches, Werner & Mertz achieves substantial material reduction.

The Dosing System: Precision That Pays Off

Complementing the pouch is a recycled plastic dosing system that allows consumers to use refill pouches rather than purchasing new trigger bottles.

The dosing mechanism is engineered for precision, helping users apply the right amount of product, reducing waste both from excess cleaning product and from discarded packaging.

Consumers keep the durable dosing unit while repeatedly refilling from recyclable pouches.

A Legacy of Recyclate Innovation

Werner & Mertz has been developing post-consumer recyclate applications since 2012 through its Recyclate Initiative, which has brought together packaging manufacturers, recyclers, and brand owners.

The company has previously launched bottles containing up to 100 percent recycled material and has worked to establish supply chains for high-quality recyclates suitable for demanding applications.

The Bottom Line: A Blueprint for the Sector

For the cleaning products sector, Werner & Mertz’s latest launch signals a broader shift toward refillable, flexible formats that reduce material consumption while maintaining performance.

The combination of a recyclable pouch and a durable dosing system offers a model for how brands can reduce their plastic footprint without compromising convenience or product effectiveness.

As Extended Producer Responsibility schemes expand across Europe, the ability to demonstrate both material reduction and verified recyclability will become increasingly valuable for brand owners navigating the evolving regulatory landscape.

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