Japan-based Nippon Paper Group has designed a carton-like paper container for liquids. The material is similar to cardboard and does not get soggy when wet, according to the company.

The material, known as Spops containers, is the latest in a trend of paper products targeting the plastics market. Spops containers resemble a milk carton and are designed to replace refillable plastic pouches. The company has also launched a line of paper straws.

“The plastic free movement is a big opportunity for us,” a spokesman at Nippon Paper told Nikkei.

Spops containers could potentially replace plastic for household detergents, soaps and shampoos. The company plans to make the containers commercially available by the end of the year.