P&G and PreZero are continuing their collaboration on sustainable packaging: from today (17 June 2025), Lenor All-in-1 PODS are available for the first time as a special edition in Silphie carton - a fibre solution based on regionally grown plants.
The consumer goods group Procter & Gamble and the environmental services provider PreZero, part of the Schwarz Group, are presenting another packaging innovation from their partnership: following Ariel, the Lenor brand will now also be using Silphie paper as outer packaging in a special edition. The new bulk packaging with 76 wash loads will be available at Lidl in Germany from 17 June.
Regional plant fibre as a packaging raw material
The material is based on the Silphie plant, a native energy plant that is grown and processed by OutNature - a PreZero brand - in Baden-Württemberg. Its fibres can be used to produce a paper-based packaging material that can be recycled via waste paper. According to the project partners, Lenor cardboard contains 13 % Silphie fibres. The fibres are processed without chemical additives using a biothermal process.
Circulatory capability as a goal
According to OutNature, the process aims to provide a resource-saving alternative to conventional packaging fibres. The regional cultivation and material utilisation of the plants is intended to reduce transport routes and replace fossil raw materials. The use of a nationally marketed brand product such as Lenor is seen by the initiative as an important step towards scaling up the technology.
Cross-industry collaboration
„Innovation can only succeed together and this is precisely what the Silphie project demonstrates in a particularly impressive way,“ Astrid Teckentrup, Managing Director Sales DACH at Procter & Gamble, is quoted as saying in the press release. The collaboration with PreZero is a concrete step towards a decarbonised supply chain.
Michail Ginsburg, Managing Director of OutNature, also emphasises: „The circular economy is no longer a vision if we have the courage to break new ground.“ The Silphie fibre is an example of the interplay between agriculture, industry and ecological innovation.
Continuation of a long-term development
The first displays made from Silphie paper were used for P&G brands in retail as early as 2021. Ariel bulk packaging followed in 2024. With the Lenor cartonboard, P&G and PreZero are continuing their material strategy for fibre-based secondary packaging - under the project title #papierverändert.
The special edition of Lenor All-in-1 PODS comprises 76 wash loads in two bags and is available in the variants „Aprilfrisch“ (heavy-duty detergent) and „Blütentraum“ (colour). It will be available in Lidl shops nationwide from calendar week 25 (17 June 2025).
