Unilever has revealed its new reusable packaging for nine of its brands and four new product formats. The reusable packaging will be trialled online via Loop, a waste-free shopping platform.

Dove, Sure and Lynx will trial Minim, a  refillable deodorant stick made from stainless steel. The stick lasts for one month on average, dependent on usage, with the packaging designed to last at least 100 cycles. Each pack is predicted to last for about eight years, potentially saving up to 100 single-use packs.

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A Plastic Planet co-founder Sian Sutherland said: “We are proud to be working with Unilever on projects of such scale that can really impact our goal to ignite and inspire the world to turn off the plastic tap. The new Minim deodorant system eradicates a huge amount of indestructible plastic and changes the way we make and buy in the future – with no waste to dispose of. It is the guilt-free, plastic-free future we, the public, want to be a part of.”

REN Clean Skincare, Hellmann’s, Love Beauty and Planet, Love Home and Planet and Seventh Generation will trial Unilever’s aluminium and glass reusable packaging. Oral care brand Signal revealed a new product format with refillable toothpaste tablets called Tooth Tabs, which allow consumers to use less water when brushing their teeth.

Unilever’s involvement in Loop aids their existing efforts to create a working and sustainable plastic system. Unilever aims to reduce its use of single-use plastics and make all its plastic packaging reusable, recyclable or compostable by 2025.

Unilever CEO Alan Jope said: “We want to put an end to the current ‘take-make-dispose’ culture and are committed to taking big steps towards designing our products for re-use. We’re proud to be a founding partner of Loop, which will deliver our much-loved brands in packaging which is truly circular by design.”