Google achieves 100% plastic-free packaging for Pixel, Nest, and Fitbit

Google has announced that its packaging for Pixel, Nest, and Fitbit devices is now 100% plastic-free. This achievement marks the completion of a goal set in October 2020 to eliminate plastic from its hardware packaging by 2025. Initially, the packaging was 94% plastic-free, but the final challenge was replacing components like shrink wrap, plastic tape, and labels.

To address this, Google developed fibre-based alternatives in collaboration with material suppliers. The new packaging design is not only plastic-free but also lighter and easier to recycle. The paper used is three times stronger and about 70% more stretchable than before, reducing the carbon footprint during transport. Additionally, the moulded fibre pulp inside the box, which helps protect the device, is partially made from recycled newspaper.

The packaging also features a new peelable closure label that secures the box without leaving rough or torn edges when removed, making it easy to identify any tampering.

The materials and design were created to enhance recyclability, with a visually appealing texture and uncoated surface that encourages consumers and recycling centres to treat the packaging as recyclable.