Consumer goods giant Procter and Gamble (P&G) has announced that it will produce a limited-edition series of recyclable Head and Shoulders shampoo bottles that use plastic waste from beach litter. The initiative, which according to P&G is the world’s first municipally recyclable shampoo bottle made using up to 25 per cent recycled beach plastic—previous containers made with beach plastic were not recyclable after use—was announced on January 19th, 2017 at the World Economic Forum in Davos, Switzerland. P&G has partnered with United States-based recycling company TerraCycle and French waste and water treatment services firm Suez to develop the bottles, which it says will be available to consumers in Carrefour supermarkets this summer. P&G also said that by the end of 2018, more than 90 per cent of the hair product bottles it sells in Europe—more than half a billion bottles per year—will contain as much as 25 per cent post-consumer recycled plastic. This will require a supply of 2,600 tonnes of recycled plastic every year.