Since 1977, Madel has stayed strongly connected with family traditions by offering household cleaning and personal care products through their unique brands in Italy. The fact that they are family-owned has made it possible to better understand what consumers really want and act quickly to changes in demand. Madel has always had a strong emphasis on sustainability and as one of the biggest household cleaning brands; they understand their role in offering these eco-friendly options to their millions of customers. This philosophy has always been well aligned with the Pouch Partners’ sustainability approach.

Since 2013, Pouch Partners has been supporting Madel with their first pouch for their flagship detergent brand: Winnie. Madel has significantly reduced Winnie’s CO2 footprint by in part saving more than 75% of plastic for the same content with a pouch. Over the past seven years, Madel and Pouch Partners have worked closely together and in 2018 a new project was born. This time, the goal was to improve the environmental impact further (in accordance with the provisions of Regulation no. 880/92 of the Higher Institute of Environmental Protection and Research (ISPRA)) and thus produce a recyclable ready pouch.

In 2019 this goal was achieved when Madel qualified and launched the first "ecoformato" pouch with reclosable spout "recyclable ready" mono material .We are proud that we were the first manufacturer of flexible detergent packaging to achieve this result on an industrial scale. Sustainable development is the essential driver of successful companies; Pouch Partners has continued to invest heavily in R & D with the aim of launching the first single-material recyclable, ready-to-use pouch for detergents in Italy. We would like to take this opportunity to thank Madel and all the employees and partners for the trust and hard work and look forward to being part of their sustainability journey.