In supermarkets, we are so used to choosing our laundry cans, dish soap bottle or even our multi-use spray that we don’t really think about the amount of plastic we throw away once the product is consumed.
In April 2019, the young Olivier Potvin, who frequently does his shopping in organic stores, became aware of the rapid development of bulk on one side but also that liquid was left aside. And yet, “when we see these entire shelves of household products in single-use containers in supermarkets, that raises questions”. Especially since these basic necessities are inviting in all households. “Belgium prides itself on being among the champions of recycling, but why not use this plastic until it is at the end of its life and then recycle it?”, Notes the management engineer.
With his childhood friend, Arthur Peemans, he then embarked on the first step of Superzero, his brand of liquid household products (laundry, softeners, dishwashing and multi-use products) that are efficient, biodegradable and at over 99.5%. of natural origin. A first step which is not the least since it involves developing a prototype dispenser that is easy to set up and fill in organic shops and then supermarkets.
24 cents per dose
From Olivier’s cellar for the design to 25 points of sale (organic areas, Delhaize, Carrefour) in Brussels and Walloon Brabant and 6 tonnes of laundry already sold, it took some two years. Today, they are winning over 2 to 3 supermarkets per month and are counting on 400 Superzero outlets at the end of 2022, the health crisis having slowed them down a bit in their early days. The confidence was nevertheless there since they were able to benefit from a fundraising of € 300,000 to get started.
The reusable bottle “rinse with hot water every two or three refills” can be used up to 50 times. Then, we simply put it in the blue bin, an environmental approach that is ultimately easy to follow! All the bottles cost 1.50 € and the laundry side costs 24 to 25 cts / dose, or 5.99 € per liter. A low price (for example, bonus is 17 cts per dose and Ecover 30 cts / dose) because the goal of Eco Tap (the name of the marketing company) is also to have a societal impact: to raise awareness of zero waste, going against very well-established habits in the field of household products while addressing all budgets. In the long term, they plan to reduce by 20 the number of plastic bottles used in a household.
The 100% Belgian products with a pleasant scent are also manufactured in an adapted work company whose chemist has been able to develop these innovative formulas. So far they have already used 5 to 6 tonnes of Superzero detergent! Like what consumers let themselves be convinced. The points of sale are listed on the superzero.eu website