The world’s leading FMCG giants have taken a big step forward for sustainability by partnering with Loop, a new platform which delivers products in reusable glass and metal bottles and retrieves the empties for cleaning and reuse.
Brands including Nestlé, Coca-Cola, PepsiCo, Mondelēz, Unilever and Procter & Gamble (P&G) will use the circular e-commerce platform developed by recycling company TerraCycle which was unveiled during the World Economic Forum Annual Meeting in Davos, Switzerland on Thursday.
P&G plans to use the delivery platform for popular brands including Pantene, Tide, Cascade and Oral-B. While Nestlé’s Häagen-Dazs is the official ice cream partner for the pilot project in New York, scheduled to launch in the first half of this year.
Loop is a first-of-its-kind service that aims to improve environmental standards through packaging that is collected, cleaned, refilled and reused.
“Loop provides a much-needed innovation platform, challenging companies to take a fresh look at our value chains and integrate reusable product packaging as part of our efforts to waste-reduction,” said Laurent Freixe, Nestlé CEO for Zone Americas.
“Nestlé is proud to be a founding investor and partner of Loop. It’s a critical part of our commitment to work with consumers to protect our planet for future generations.”
Pantene, Tide, Cascade and Crest have designed new durable and refillable packaging. The shampoo brand will be encased in a lightweight aluminum bottle. Tide purclean plant-based laundry detergent will be a new stainless steel bottle with a simple twist-cap and easy pour spout. Cascade has developed a new ultra-durable packaging for Cascade ActionPacs, which allows consumers to skip the prewash. While Crest Platinum mouthwash will be in a sustainable and refillable glass bottle. Ariel and Febreze are available in durable and refillable packaging.
P&G also now have products that can be refilled such as Oral B, Gillette and Venus. While Pampers and Always will test collecting used hygiene products from consumer homes for further recycling using a technology developed by Fater, a P&G and Angelini Group Joint Venture. The technology turns used absorbent hygiene products into secondary raw materials for higher value applications.
“We’re proud to partner with TerraCycle as the first CPG company to be part of this transformative program, which is just one of the many ways we are delivering on our Ambition 2030 goals to accelerate sustainable innovation and drive circular solutions, said Virginie Helias,” P&G’s vice president and chief sustainability officer.
“The time to act is now. We are passionate about harnessing the power of our global reach and the strength of our trusted global brands to scale-up more sustainable solutions. Transformative partnerships are key to achieve this mission as no one can succeed alone.”
“We are happy to partner with P&G and other global brands, retailers, infrastructure companies, and the World Economic Forum to create a new way to more responsibly consume products,” said TerraCycle CEO Tom Szaky.
“Loop aims to not just eliminate the idea of packaging waste but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers will be able to responsibly consume products in specially-designed durable, reusable or fully recyclable packaging. Through the power and reach of trusted brands such as those of P&G, we will be able to change consumers’ habits and achieve the scale required for the model to achieve its objectives.”