Procter & Gamble announced at the World Economic Forum Annual Meeting in Davos, Switzerland, the introduction of reusable, refillable packaging on some of its most popular products as part of a new effort that aims to change the world’s reliance on single use packaging and disposable waste. Additionally, new “collect and recycle” circular solutions that help eliminate waste were also introduced as part of a partnership with Loop, a circular e-commerce platform developed by international recycling leader TerraCycle.

Loop is a first of its kind global packaging and shopping circular solution which aims to improve the environmental performance and convenience standards compared to current e-commerce solutions through packaging that is collected, cleaned, refilled and reused. Loop also offers the option to collect used products from consumers’ doorsteps for further recycling or reuse. P&G was the first consumer products company to join Loop.

P&G scientists and engineers have developed innovative manufacturing, packaging and distribution solutions that will delight consumers and make sustainable living easy for participating consumers. Eleven P&G brands will be available in Loop in one of three formats. The Loop system will be validated and optimized through real in-market learning experiments beginning in mid-2019 in New York and Paris.

As part of the platform, Pampers and Always will test collecting used hygiene products from consumer homes for further recycling using ground-breaking proprietary technology developed by Fater, a P&G and Angelini Group joint venture. The technology turns used absorbent hygiene products into secondary raw materials for higher value applications.

Many of P&G’s largest global brands, including Pantene, Tide, Cascade and Oral-B will also participate in this innovative platform later this year.