Some of the largest consumer product companies together with recycling specialist TerraCycle have today announced a waste-free shopping platform, Loop, at the World Economic Forum’s Annual Meeting.

With pilot schemes launching in Paris and New York in this spring, Loop will enable consumers to use customised, brand-specific durable packaged products that are collected, refilled and reused, ­­­­­with any recoverable content recycled or reused.

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The group created the global platform to change the world’s dependence on single-use packaging and provide a useful and improved circular solution for consumers through reuse and recycling while maintaining affordability and benefitting the environment. The group plans to launch Loop in other markets throughout 2019 and 2020.

TerraCycle CEO Tom Szaky said: “As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of committed global brands, retailers, infrastructure companies, along with the World Economic Forum have come together to create a new way to more responsibly consume products. Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop.

“Through Loop, consumers can now responsibly consume products in specially-designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.”

Tesco has been named the Loop retailer in the UK. Other consumer product companies in the partnership are: Procter & Gamble, Nestle, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve, plus food retailer Carrefour, primary logistics and transportation company UPS and sustainable resource management company Suez.

The Body Shop CEO David Boynton said: “Since its inception, The Body Shop has challenged the status quo and pioneered change in the way business is conducted and how consumers shop. From launching Community Trade, the first wide-scale fair trade programme in the beauty industry, to being the first global beauty brand to campaign against animal testing.

“The Body Shop always strives to be a ‘business as a force for good’. Loop mirrors this philosophy – with a mission to eliminate waste and invent a new way to consume products. Collaboration is vital to drive long-lasting change and we look forward to working with TerraCycle and its partners to identify new ways of protecting the planet and society.”

Loop works by consumers visiting a Loop or Loop retail partner’s websites to shop for the redesigned waste-free packaged brands. They receive their products in Loop’s exclusively-designed shipping tote, eliminating the use of single-use shipping formats such as cardboard boxes. Once finished, Loop collects the empty packaging placed inside the tote and pick it up from the consumer’s home. Loop cleans the packaging with the custom cleaning technologies developed by Loop’s scientists, replenishes the products and returns, using the shipping tote, to the consumer.