Innovation challenge: sustainable packaging innovation for wet baby-wipes

Through RISE Research Institutes of Sweden, Procter & Gamble launches an innovation challenge in which the company calls for new concepts for making environmentally friendly wet baby-wipes, which are traditionally made of plastic. Do you have a solution that could work?


This challange from Procter & Gamble outlines the need to develop consumer-preferred and sustainable packaging innovation for wet baby-wipes via best-in-class partnership with strategic External Business Partners to bring a strong and disruptive sustainability solution.

Opportunity – What’s in it for you?

If you are able to contribute to a solution to this challenge you have the opportunity to enter a joint venture or strategic partnership with Procter & Gamble. They welcome solution proposals from establish companies, startups, entrepreneurs as well as academic researcher.


Wet wipes (pre-moistened non-woven disposable towelettes) continue to be a consumer desirable product form. Ease of use (dictated by packaging) directly impacts overall perception and consumer acceptance of the product. Packaging of wet-wipe products requires easy dispensing of wipes when needed, while retaining the moisture during storage.

Recently, another dimension of packaging emerged as a major driver for consumers acceptance across industries, namely the introduction of more sustainable packaging solutions.

What we are looking for

  • A primary packaging that is recyclable in existing recycling streams (no plastic), ie paper, metal, aluminium
  • Packaging that has an improved environmental footprint, that is easy to claim and to understand
  • A sustainable packaging that still delivers on ease of use and overall consumer experience of a wet-wipe product.
  • An IP protected existing solution and/or a development partner with experience and expertise, willing to work with us to develop designs that meet our performance and manufacturing criteria.
  • A simple, elegant, intuitive and sustainable packaging solution for wet-wipe products that is unique (differentiated from existing packages), has premium appearance and yet affordable.

Packaging requirements

1) In general, the package must

  • Protect the product and prevent contamination (similar mechanical properties as today’s Flow-Wrap), provide resistance to evaporation (similar moisture barrier approx. 2 grams/m²/day)
  • Easily dispense the product.
  • Must not contain any toxic materials, ideally it is food grade.
  • Must be safe for mom and baby (e.g. no sharp edges)

2) Ergonomics

  • Opening, dispensing & closing of the wet wipe must be doable with one hand
  • It must be possible to access wipe in the packaging with a single hand and to stage the next product sheet
  • Package must be easy to carry with one hand.

3) Dimensions

The wet wipe within the package has the following dimensions:

  • Height: min 65 mm – max 90 mm
  • Length: min 150 mm – max 230 mm
  • Width: min 70 mm – max 130 mm

4) Visual

  • Package shape and materials must be aesthetically pleasing and provide a premium shelf appearance, while overtly addressing the sustainability angle.

5) Sustainability

Packaging may be improved by one or more of the below (in order of priority):

  • Sustainable content (no plastic),
  • End-of-life management (recyclable, compostable, biodegradable),
  • Recycled material,
  •  Re-usability feature.

6) Market Readiness

  • 6-18 months

What we are not looking for

  • Solutions that will take > 6 months to deliver a working prototype.
  • Packaging that is not significantly differentiated from existing offerings in consumer products.

Current knowledge of space

Currently the typical flow wrap (FW) construction in the industry is a PET/PE laminate with a calliper of:

  • 12 micron for PET,
  • 50 to 70-micron range for PE.

This results in a FW calliper ranging from 62 to 82 micron. The PET/PE laminate is not recyclable at all. P&G is using a PP/PE laminate which is considered recyclable in selected markets (e.g. Germany). First competitors (esp. in the UK) are starting to claim recyclable flow-wrap material with mono-PE constructions. Suppliers intensify development work to deliver mono-plastic solutions (PP or PE) that are recyclable.


The information in this challenge is not confidential, and can be spread to anyone who might be able to contribute. However, please note that only non-confidential information describing the design and IP can be accepted for review at this stage.


To respond to this request please respond to Erik Ronne, RISE: or +46 708 97 49 21