Alan Jope

Unilever revealed Wednesday at the World Economic Forum in Davos, Switzerland, its latest sustainability initiative.

The Anglo-Dutch consumer goods giant unveiled reusable packaging innovations across nine of its brands, including four new product formats. Products outfitted in the new packaging will be tested on Loop, a waste-free global shopping system that was also announced today.

Loop is a collaboration between recycling company TerraCycle and a coalition of consumer goods companies, including Unilever. The new direct-to-consumer platform aims to deliver products in premium durable packaging with the ability to be returned and refilled.

Unilever brands testing new reusable and refillable packaging on Loop include Ren Clean Skincare, Love Beauty and Planet, Love Home and Planet, Seventh Generation, Dove, Rexona (known as Sure in the U.K. and Degree in the U.S.), Axe and Hellmann’s.

Ren, Love Beauty and Planet, Love Home and Planet and Seventh Generation are testing new reusable packaging made from aluminum and glass.

The deodorant brands will test a refillable stainless steel deodorant stick called minim, which has been designed to last for at least 100 refills.

Unilever participating in Loop is just the latest move in a series of efforts designed to increase its commitment to sustainability. In 2017, Unilever committed to all of its plastic packaging being reusable, recyclable or compostable by 2025.

Said Alan Jope, ceo of Unilever: “We want to put an end to the current “take-make-dispose” culture and are committed to taking big steps towards designing our products for reuse. We’re proud to be a founding partner of Loop, which will deliver our much-loved brands in packaging which is truly circular by design.”

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