(GLOBE NEWSWIRE) - Seventh Generation, a leading household and personal care products company and pioneer in the eco-friendly products space, has announced the launch of a new laundry detergent in an effort to modernize the liquid laundry category and drive unnecessary plastic and water waste out of the industry.

Designed to be easier to use and lighter to ship, the new Seventh Generation EasyDose™ Ultraconcentrated Laundry Detergent, now available on Amazon.com, incorporates several innovative new features, including:

• One-of-a-kind packaging: The new 23oz, transparent bottle is made of 100% recycled PET and is a first of its kind for mainstream laundry, made with 60 percent less plastic and 50 percent less water compared to the standard 100oz detergent bottle, enabling significant energy and materials savings. The bottle weighs a mere 1.6 pounds, 75 percent less than the standard 100oz bottle, while still delivering the same number of loads. The bottle makes it much easier for consumers to lift, pour and store.

• A simpler pour: The product features a new auto dosing technology imbedded in the cap, which automatically stops the liquid flow once the proper amount of detergent is dispensed. It’s called EasyDose™, and is made with a proprietary compression chamber technology designed to deliver the right amount every time. This means no more guessing how much detergent to pour and less of a mess thanks to the addition of a flip cap.

• Small dose, big clean: Seventh Generation developed a unique, plant-based and ultra-concentrated formula that is 99% bio-based and provides enough liquid detergent for 66 loads, housed in a compact, convenient 23oz bottle.

“This product is a game changer for both the consumer and industry. Once you try it, you’ll never pick up a 100oz bottle again,” said John Moorhead, Senior Brand Manager, eCommerce at Seventh Generation. “We designed the proposition to be effective, compact and incredibly easy to use. This directly addresses feedback we’ve received from consumers: from making it easier to do laundry while holding a child or juggling a laundry basket to eliminating the question of how much detergent to use.”

Launching as an eCommerce exclusive, the Seventh Generation EasyDose™ Ultraconcentrated Laundry Detergent was also designed with optimal shipping efficiency in mind. The new smaller and lighter packaging allows for less damage while in transit and more efficient shipping due to its lightweight property.

“It’s imperative that we seek ways to lessen our impact on the planet, which is why we’ve reinvented the laundry bottle,” said Joey Bergstein, Chief Executive Officer of Seventh Generation. “We need to challenge the status quo in the industry and EasyDose™ does just that. Imagine the unnecessary waste saved if we can eventually replace all 100oz laundry bottles sold both online and in store with this ultra concentrate.”

The EasyDose™ Ultraconcentrated Laundry Detergent is available in two scents: Free & Clear (fragrance free) and Fresh Lavender for a MSRP of $12.99. For more information on this and Seventh Generation’s complete line of laundry products, please visit www.seventhgeneration.com or the company’s Amazon page.

About Seventh Generation  
For nearly 30 years, it’s been Seventh Generation’s mission to help you protect your world with our environmentally conscious and effective household products. Our products are solutions for the air, surfaces, fabrics, pets and people within your home -- and for the community and environment outside of it. Seventh Generation offers a full line of laundry, dish and household cleaners, baby products including Free & Clear diapers, training pants and baby wipes, plus recycled paper products and recycled plastic trash bags, and feminine care products including Organic certified tampons. The company derives its name from the Great Law of the Iroquois Confederacy that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report.

Contact:
Brandi Thomas
Seventh Generation
bst@seventhgeneration.com
315-727-5345 

A video accompanying this announcement is available at 

http://www.globenewswire.com/NewsRoom/AttachmentNg/853220e1-637a-48ca-8123-c895020e0214

Photos accompanying this announcement are available at

http://www.globenewswire.com/NewsRoom/AttachmentNg/987e3f76-90c4-47ed-aa04-d013cbc86662

http://www.globenewswire.com/NewsRoom/AttachmentNg/01c72624-7881-4531-a923-b41ae3e3dff6

http://www.globenewswire.com/NewsRoom/AttachmentNg/27321efa-91c6-48b2-a8a7-388e484ca119

http://www.globenewswire.com/NewsRoom/AttachmentNg/aaea151a-bbc4-44de-a003-0032dc107d4b

Seventh Generation

Seventh Generation

Seventh Generation is committed to becoming the world's most trusted brand of authentic, safe, and environmentally-responsible products for a healthy home. For 20 years, the Burlington, Vermont-based company has been at the forefront of a cultural change in consumer behavior and business ethics.

The company derives its name from the Great Law of the Iroquois that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, keeping toxic chemicals out of the environment and making the world a safer place for this and the next seven generations.

Seventh Generation products can be found by visiting: www.seventhgeneration.com.

More from Seventh Generation