WHOOSH!, the premium screen-cleaning brand known for its safe, streak-free formula and status as one of the most widely used screen cleaners in the world, returns to IFA Berlin September 4-9, 2025 with a bold, sustainability-driven message: Orange is the New Green. WHOOSH! will showcase its comprehensive brand evolution, leading with a commitment to environmental responsibility.
By the end of 2025, the full WHOOSH! product portfolio will be recyclable or biodegradable. As part of this evolution, all plastic bottles in the WHOOSH! line, ranging from the compact Pocket and Go sizes to the Pro and 950ml Refill, are now completely recyclable. Four of the six sizes are already made with 100% recycled materials, and the remaining sizes will soon follow.
WHOOSH! will debut its new recyclable retail pouches at IFA 2025, which now eliminate the metallic foil layer that previously made them non-recyclable, while maintaining the reusable sealed format. The company is also unveiling boxed packaging for several products, including the flagship 500ml Pro (now paired with a cleaning cloth), 70-count wipes (transitioning from canister-only to box), and the 950ml refill. All boxed items are designed to reduce plastic use and meet evolving retail sustainability requirements.
Additionally, WHOOSH! is finalizing partnerships to ensure that its entire line of wipes will be biodegradable before year-end. Packaging across all markets is shifting to a global trilingual standard, consolidating SKUs and allowing for a single UPC per product, simplifying logistics and reducing material waste.
The company also continues to expand its international footprint. In the last 12 months, WHOOSH! has added retail distribution in Spain, Austria, Malta, and France, reflecting the growing demand across the EU for high-performance screen-cleaning products with a clear sustainability promise. WHOOSH!’s liquid products are produced in Canada. All are covered under the USMCA trade agreement and remain tariff-free.
To see the full line of WHOOSH! products and the newest packaging, visit Hall 7.2B Stand 131 at IFA Berlin, September 5–9, 2025.