World's Biggest Brands Join Ambitious New Packaging Model

Beach cleanups around the world show that the biggest brands are the biggest producers of plastic trash.

photo-Häagen-Dazs' new reusable stainless steel double-walled ice cream container. Nestlé

Facing mounting public pressure to curb their environmental footprints, some of the world's largest food, beverage and consumer goods companies have partnered with recycling giant TerraCycle to launch an ambitious e-commerce platform to tackle single-use waste: Loop.

The program—a modern spin on the classic milkman model—was unveiled this week at the World Economic Forum in Davos.

Here's how it works. Goods such as Pantene shampoo, Tropicana orange juice and Häagen-Dazs ice cream come in sturdy, reusable glass bottles or stainless steel containers. Instead of throwing away the packaging once you're through with them, drop the empties into a shipping tote and schedule a pick-up from your home. The items are then collected, cleaned, refilled and returned in a shipping tote for reuse.

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