Colgate Made a Better Toothpaste Tube. Now They’re Getting Sued for It

“404 Page Not Found.“

That’s what I’m seeing as I go back into the archives to 2022 to confirm my memory of how Colgate announced the rollout of its new, widely recyclable toothpaste tube. And let me remind you, this was a massive deal for a piece of packaging that goes straight to landfill or the incinerator, something on par with getting bacon out of that pesky plastic sleeve.

Whenever a new “recyclable” format replaces one that previously wasn’t recyclable, my skeptical antennae go up. But Colgate’s announcement also felt different. I think I first heard about it during an Economist webinar with Ann Tracy from Colgate, but that link has disappeared into the internet abyss.