The kraft paper appearance of Seventh Generation's Free & Clear laundry detergent is sure to catch the attention of the eco-conscious consumer wandering down an aisle that is typically filled with plastic. Free & Clear laundry detergent utilizes a recycled outer shell made of repurposed fiber that eliminates two-thirds of the plastic found in a traditional detergent bottle. On the back of the packaging, consumers can find an "About our Packaging" section that explains the plastic reduction the bottle provides, as well as disposal instructions. Not only does this packaging offer a sustainable option for consumers, it aligns with Seventh Generation's overall branding message. Is there a package that stood out to you lately? Send POW! submissions to Cory Francer at cfrancer@napco.com.