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Novozymes Pristine® is a ground-breaking technology that liberates trapped body grime from laundry and offers a new baseline of cleaning.

How will new European legislation impact your labels?

In October 2021, European labelling requirements for products containing titanium dioxide (TiO2) will change. What might it mean for the future of your detergent labels, and how can reformulation help?

What does the new legislation mean for your powder detergents?

Titanium dioxide (TiO2) is used as a pigment in the coatings of enzyme granules. That allows them to match the whiteness of the other detergent ingredients in powdered products. The new labelling may mean that your enzymatic powder detergents are no longer the color consumers expect. Yet enzymes are crucial to the performance consumers demand.

So how can you protect your labels without compromising on color or performance?

Our TiO2-free enzyme granules allow your powders to maintain their brilliant whiteness and their high stain removal performance. They're part of our comprehensive portfolio for EcoCert certified detergents. 

Products in the portfolio suit powder and liquid laundry detergents, as well as automatic dishwash detergents. They're all powered only by necessary ingredients. Along with our TiO2-free powder products, the portfolio features preservative-free liquid products.

All you need to know about the new labelling requirements

TiO2 will now fall under two regulatory processes:

• Harmonized Classification and Labelling – CLP amendment published February 18, 2020 

• Community Rolling Action Plan (CoRAP) – Substance evaluation under REACH

The newly published harmonized classification states that labelling should occur in two instances: 

• All forms of TiO2 in respirable particle sizes (<below 10 μm) should be classified as a suspected carcinogen by inhalation 

• All products containing 1% or more TiO2, regardless of physical form or particle size, should carry a warning phrase concerning the possible release of dust or droplets during handling.

New insights study on green consumer trends 

A large consumer segment is at the tipping point of converting to greener products. To understand this growing consumer segment, we have conducted and analyzed several consumer surveys. We see that different consumer segments ‘convert’ at different times as they are motivated by different drivers. Green & safe detergents must be trustworthy, they must perform, they must be priced reasonably, and they must be available in general supermarkets.  

Comply with regulatory requirements and deliver on consumer demand

Novozymes' TiO2-free portfolio of enzymes delivers both great product performance and is in regulatory compliance encouraging green trust through certification.