Under a collaboration with the EU-funded Biobridges project, Procter and Gamble (P&G) is launching a call for innovative circular and bio-based solutions for its toothbrush brands, Braun and Oral-B.
For the Braun brand, the challenge is to identify an alternative bio-based, non-flammable cleaning center liquid, as well as replace the cleaning center cartridge main material (based on polypropylene) with a bio-based alternative material and a potentially-resulting cartridge redesign to enable a full circular material.
For Oral-B, P&G is looking for a circular and bio-based solution to enter the manual toothbrush into the circular economy stream and minimize trash to the landfill.
Interested applicants encompassing bio-based industries, SMEs, start-ups, research centres and other EU-funded projects can propose their solution to one or more of the challenges identified above with a deadline for the submission on 5 June 2020 by 1700 CET. Biobridges and P&G will select 6-8 most promising innovative solutions and the selected applicants will be invited to participate, pitching their innovative ideas to a co-creation online workshop to be held on the 24th of June 2020. The workshop will initiate a market dialogue and potentially will lead to a collaboration among the solution providers and P&G. It is also expected that the workshop will promote collaborations among the participants.
This is the first time I’ve heard of Biobridges project, which was reportedly conceived to tackle the key challenge of improving the marketability of bio-based products by fostering close cooperation and partnerships among bio-based industries, brand owners and consumers’ representatives. The Project also reportedly stimulates and supports the active engagement and interaction of other stakeholders relevant on promoting the bio-economy such as policymakers, public authorities, clusters, CSOs, NGOs, researchers, associations, local communities… aiming at improving market acceptance of bio-based products.
Biobridges is a project funded by the Bio Based Industries Joint Undertaking (BBI JU) program under the EU Horizon 2020 research and innovation program. The project is composted of a multi-disciplinary consortium of 9 partners, and started on September 2018 with a duration of 24 months.
