Loop, introduced at the World Economic Forum last week, is attempting to transform how we purchase and use everyday goods, from shampoo and laundry detergent to orange juice and oatmeal. Some of largest manufacturers are partnering with Loop to ditch disposable packaging, and replace it with chic and reusable containers that consumers can leave out on the porch to be picked up, washed and refilled, just like the glass milk bottles of years past.

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“Loop is about the future of consumption. And one of the tenets is that garbage shouldn’t exist,” said Tom Szaky, CEO of TerraCycle, the international recycling company behind Loop.

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Szaky added that we need to “get at the whole idea of disposability and single-use items” instead of just removing plastics from the ocean, according to NBC Los Angeles. So, Loop is going back to the 1950s “milkman model,” where the company owns the bottle, and customers can have them picked up when they are done using them.

tide detergent in a steel container in a laundry room

Top brands that are partnering with Loop include Nestle, PepsiCo, Procter & Gamble and Unilever. The goal, according to P&G vice president and chief sustainability officer Virginie Helias, is to have all the product packaging be reusable or recyclable by 2030.

Products like Pantene shampoo will be delivered in a lightweight aluminum pump container, Tide will be packaged in a stainless steel bottle that has a twist cap and Crest mouthwash will be packaged in a glass bottle.

Nestle products like Häagen-Dazs ice cream will be delivered in a stainless steel tub. CEO Laurent Freixe said the company hopes to get rid of its non-recyclable packaging by 2025 and have zero-waste at both the production and consumption levels.

In the U.S., Loop will launch in New York, New Jersey and Pennsylvania this spring. The plan is to expand to the West Coast by the end of the year.

+ Loop


Image via Loop