S.C. Johnson unveils new concentrated Windex

Racine-based S.C. Johnson unveiled Windex Mini, a concentrated refill pouch that uses 90 percent less plastic packaging than a traditional 26- ounce fluid trigger bottle.
Concentrates use less packaging, decrease shipping impacts and reduce waste that ends up in the nation’s landfills.
"By conservative estimates, a flexible pouch saves six times as much plastic waste that goes into a landfill compared to a traditional bottle," said Fisk Johnson, chairman and chief executive officer of S.C. Johnson. "Refilling with a concentrate is an example of a very small behavior change that could make a real difference in minimizing waste. But many people don’t want the inconvenience. We want to crack the code and figure out what it would take to make concentrated refills an accepted – even demanded – choice."
The Windex Mini concentrated refill pouch launch comes on the heels of Johnson’s speech at the 2011 Fortune Brainstorm Green conference in April. He spoke about the challenge of convincing U.S. consumers to adopt concentrates.
"The environment isn’t top of mind in most consumer purchases right now, but it needs to be if we’re going to address some of the challenges that future generations could face," Johnson said. "What we try to do at SC Johnson is get product choices out there that work well and also have a better environmental profile than the ones that came before them."