Procter & Gamble has partnered with Loop to reduce disposable waste, with eleven key brands under its banner involved with the initiative.
Procter & Gamble has announced reusable and refillable packaging for key products. The decision backs its aim to reduce the reliance on single-use packaging and disposable waste. The group is collaborating with circular ecommerce platform, Loop, to introduce ‘collect and recycle’ solutions.
An extension of international recycling giant, TerraCycle, it offers the option to collect used goods from the doorstep of consumers for further reuse. Created to improve environmental performance and convenience standards, the movement is a global pioneering force in its category.
Procter & Gamble is the first consumer products group to join the network. Among the eleven brands participating in the initiative are Pantene, Oral-B, Tide, and Cascade. The Loop system will be validated and optimised through real in-market learning experiments beginning in mid-2019 in New York and Paris.