What is LOOP?
Bringing together a coalition of consumer goods companies, along with international recycling leader TerraCycle, is an innovative new business model for premium durable packaging which is delivered directly to the consumer, returned and refilled. The platform also offers the opportunity to work with others at scale to test reuse models and shift consumer behaviour, which will help make circular packaging systems commercially viable.
Our brands have developed reusable packaging that is just too good for the bin
Three Unilever UK & Ireland brands have joined the LOOP launch in the UK to test their new reusable formats within the Loop™ system. Persil, Love Beauty and Planet and our prestige brand REN Clean Skincare, have all developed reusable packaging innovations to provide a range of products including washing detergent, shampoo and conditioner as well as hand and face wash and body lotions in striking and reusable packaging.
Why did Unilever get involved?
In 2017, we made a commitment that, by 2025, all our plastic packaging will be reusable, recyclable or compostable, and 25% of it will come from recycled plastic content and in 2019 we added to this commitment with including halving the amount of plastic used in our packaging.
In the UK, we want to significantly accelerate this. To do this and to drive progress in tackling plastic waste, we’ve created , ‘#GetPlasticWise'. We’re looking for ways to innovate across all our brands and developing solutions that allow us to use less, better or no plastics.
We have made good progress against these targets, but we’re determined to further reduce our reliance on single-use plastics. One of the ways we can do this is through investing in new business models around refills and reusable packaging.
We also know that consumers want to buy sustainably. Our own research shows that a third of consumers are now buying brands based on their social and environmental impact, and over half are more likely to buy products that are sustainably produced.
Our ambition is to change the way we do business which means shifting from single to multi-use packs by investing in new models, such as reusable containers. We are already learning and making progress with innovations like home refills and in-store dispensing trials. To help make this shift, we also need to work with others on these solutions, engage citizens around the experience and educate them on the benefits of changing the way they buy.
LOOP means we can work with others to test reuse models and shift consumer behaviour, at scale. This will help turn an idea or concept into something that’s commercially viable.