Brabantia teams up with PlasticWhale

To celebrate landmark sales of 50 million pedal bins, housewares brand Brabantia launched its newIcon pedal bin range at the Exclusively Housewares trade show in London yesterday (Tuesday June 15).   

The bins are made from 40% high-grade recycled materials, and after use, 98% of the bin and packaging is recyclable. 

As part of the newIcon offering, Brabantia has teamed up with PlasticWhale, which describes itself as the first professional plastic fishing company in the world.  It is a social enterprise with a mission to make the world’s waters plastic-free and create value from plastic waste. PlasticWhale started five years ago with a single challenge to build a boat made of plastic waste. Today, it has a fleet of six design boats made from Amsterdam Canal Plastic.

For every newIcon bin that is sold, Brabantia will support PlasticWhale to ‘fish’ more plastic out of the waters across the world, ready for recycling.

Available in 3, 5,12, 20 and 30 litre sizes, the bins come in a selection of 13 colours including three nature-inspired hues: Daisy Yellow, Pink Clay and Moss Green.

Brabantia (UK) sales director David Slater said: “Doing good is feeling good. By buying a newIcon Pedal Bin, consumers will be helping to reduce the plastic pollution in our waters. We want to enrich Brabantia consumers’ lives with beautifully designed products that are a pleasure to use, whilst being a good choice for the environment too. 

“At Brabantia we care about what we make and the impact it has on our planet, and we’re proud to design recyclability into all our products. We are moving towards 100% recycling within the next generation; the newIcon Pedal Bins take us one step closer to this goal.”

This focus on sustainability follows on from Brabantia’s Love Nature Campaign collaboration with WeForest. For every Brabantia rotary dryer sold across the globe, Brabantia donates one tree. Since the start of the campaign, WeForest has planted more than 500,000 Brabantia trees.


l-r: Brabantia UK sales director David Slater with Marius Smit from PlasticWhale

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