19 Apr '11, 11pm

NextGen Oil Sets the Stage for Valvoline's Sustainability Strategy

NextGen Oil Sets the Stage for Valvoline's Sustainability Strategy

You may have noticed the bright green plastic bottles of motor oil that began hitting the shelves several weeks ago. "Reduces Environmental Impact," the label reads. "50% Recycled Oil, 100% Valvoline Protection." Valvoline recently unveiled its latest product NextGen -- an even split of virgin and used oil -- following years of research into making a recycled product as good as any other product it sells. Preliminary sales are brisk as retailers, which have worked aggressively to burnish their own green credentials in recent years, welcome the product with in-store promotions and prime shelf real estate. "We know we are going to gain market share based on our consumer research," said Cheryl Zimbrick from Valvoline Marketing. "We got additional shelf space -- that automatically is additional market share." In the last few years, re-refining processes have vastly improved, o...

Full article: http://www.greenbiz.com/news/2011/04/19/nextgen-oil-sets-...

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