British recycling technology company Polytag has announced the commencement of a new milk bottle recycling initiative for customers of online supermarket giant Ocado Retail.

Polytag is undertaking this initiative in collaboration with Sweden-based recycling app Bower.

Starting from 14 July, individuals purchasing milk bottles from Ocado Retail can recycle their used, empty bottles and claim a reward of 20p.

To claim this reward, consumers based in the UK will be required to scan Polytag’s unique-every-time QR codes printed on the labels of Ocado’s own-brand two and four-pint plastic milk bottles and then put their empty packaging in a recycling bin.

This reward will be transferred to customers’ digital wallets via the Bower app. Consumers can then later withdraw the money from their bank accounts. 

This reward process will be valid only for the first 20,000 codes scanned. All QR codes scanned after this point will be eligible to receive some other rewards and perks such as coupons and charity donations instead.

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The app can be downloaded by consumers via their smartphones, who can then set up an account by adding details such as their bank account and their regularly used regular recycling bins.

Polytag said its QR code is available on a total of eight million Ocado milk bottles.

Bower CEO and founder Suwar Mert said: “For the first time, we now have a solution and possibility to test a digital deposit return scheme [DDRS]. The collaboration will transform recycling habits by rewarding recycling behaviour in the UK but holds the potential for further international expansion.”

Polytag CEO Alice Rackley added: “Our unique-every-time QR code technology has the potential to transform recycling in Europe; by enabling brands and legislators to offer appealing financial rewards, that can be easily received, and by demonstrating the viability of a DDRS, for which there is growing support across Europe.”