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ELIMINATING THE IDEA OF WASTE®

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Loop could be the major packaging shift we've been waiting for

A new initiative pushes the responsibility back to the manufacturer.
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  Instead of a use-it-once ice cream pint, Haagen Daaz containers in the Loop program are made of double-walled stainless steel, which keeps ice cream colder and available for hundreds of uses down the road. (Photo: Courtesy TerraCycle) It's now well-known that the packaging for our food and personal products is an unsustainable, garbage-producing mess. Even stuff that's recyclable mostly isn't — especially plastics. In all the years we've been diligently recycling, the truth is we haven't gotten very far. According to the Environmental Protection Agency, just 9 percent of plastic was recycled, 16 percent of it was burned, and 75 percent was sent to landfills in 2015. Looking at these numbers, it's easy to see why our oceans, and the animals that live there, are choked with plastics, and our beaches strewn with the stuff. Clearly the "recycle more" mantra has failed and we need another solution to packaging. Even the experts agree: "While recycling is critically important, it's not going to solve the waste problem," according to Tom Szaky, the CEO of TerraCycle, a company that has worked on issues around packaging and recycling for over a decade. Enter Loop, a program with a mission to "eliminate the idea of waste," says Szaky. Loop takes up the first part of the mantra "reduce, reuse, recycle" by creating returnable, reusable packaging for common consumer items. The idea for Loop was founded at the World Economic Forum by TerraCycle and some big names in the consumer products business, including Procter & Gamble, Nestle, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve.
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  A huge variety of products are already part of the Loop roll-out, from shelf-stable foods, to personal-care items. (Photo: Courtesy TerraCycle) How did TerraCycle come up with this large-scale reusable packaging concept? Szaky says he and his team dug deep and looked at some hard truths over several years: "If recyclability is not the foundational answer [to our waste problems], what's the root cause? The root cause of waste is disposability," says Szaky. And while it's easy to say "use fewer disposable items" — something many of us have dedicated serious time to, the truth is that all the rah-rah-reuse enthusiasm and personal changes it may have engendered hasn't been even close to enough. Our waste has increased over the past decade. It's time to get real: "Disposability is easy to vilify, but we also need to look at why disposability won — because it's cheap and convenient. That speaks to why consumers want it — they're willing to sacrifice the environmental negatives for the cheapness and convenience," said Szaky. It's not pretty to hear, but it's true. So, instead of trying to change the behavior of billions, TerraCycle looked at how to solve the root cause of waste, while still maintaining the virtues of disposables, like affordability and convenience. The birth of a circular system
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Loop works by creating a circular system — rather than a linear one — for packaging. (Photo: Courtesy TerraCycle) Loop takes some of its DNA from AirBnB and Uber, by understanding that consumers have no interest in owning a package, or having to deal with its disposal. Just like many people don't want to own a car, they just want to get from A to B, so Loop shifts the packaging responsibility back to the companies that make the products we want (the ice cream, olive oil or deodorant that's inside the packages). Szaky says some of the cues for this came from the past: "In the milkman model, the package wasn't owned by the consumer, but owned by manufacturer — so they were motivated to make it long-lasting. When packaging was shifted to become the property of consumer, it was all about making it as cheap as possible, to drive price down," says Szaky. How does Loop work exactly? You order from the Loop store, and your stuff will be shipped to you. On the first transaction, there's a deposit for the container — say 25 cents for a Coca-Cola. Once it's returned to the store, or sent back in the reusable shipping container, "no matter what state it's returned in (even if broken, because the container is the manufacturer's responsibility), you get your deposit back in full," says Szaky. Durability becomes a goal again
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Deodorant in reusable containers means you pay what you always did for the product, but it looks much higher-end in your bathroom vanity. (Photo: Courtesy TerraCycle) If you sign up for auto-refills timed to your schedule for personal care stuff (or, let's face it, ice cream!) the deposit stays in your account and you simply get your deodorant, toothpaste or razors refilled automatically — with literally no waste. You get what you want — the product inside — and the package is the company's to deal with. (Yep, you can even return dirty packages.) The huge boon to a new packaging model isn't just for the consumer or the planet we all share. It benefits the companies that make our stuff, too. When Pepsi owns the package, and the consumer owns the contents, the number of times the package can be reused becomes more important than its cheapness — and a durable package could even cost the company less in the long run if designed well — a win-win for the company and the environment. Durable, reusable packaging also allows companies to make containers that are more functional (like the Haagen Daaz container that keeps ice cream colder, longer). It also allows for way more fun, interesting and marketable design possibilities.
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Even Pampers gets a circular packaging upgrade in the Loop program. (Photo: Courtesy TerraCycle) Imagine: Instead of ugly, wasteful plastic bottles, what if we used high-design glass ones for our mouthwash? In the age of Instagram, it's actually a genius PR move for companies to make their product containers beautiful as well as functional. In France, Carrefour grocery stores have partnered with Loop, and a pilot program at Tesco in London will debut sometime later in 2019. About 125 products will be available for U.S. consumers in New Jersey, Pennsylvania, and New York via the Loop store, starting in March. Some of the biggest ocean-plastic polluters (see the Greenpeace list here) are the same companies that have invested in Loop. We've asked for a change, and they're giving it to us.
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This container sure looks a lot prettier than a disposable plastic one. (Photo: Courtesy TerraCycle)  

EPR in Action: TerraCycle, CPG Giants Close ‘Loop’ on Single-Use Packaging

A first-of-its-kind, global shopping platform, Loop™ aims to offer zero-waste packaging options for the world’s most popular consumer products. Just a week after the launch of the Alliance to End Plastic Waste — a cadre of global companies from the plastics, chemicals and CPG value chain that has banded together to advance solutions to environmental plastic waste — a coalition of the largest consumer product companies, along with international recycling leader TerraCycle, today unveiled a first-of-its-kind, global shopping system called Loop™. The initiative is designed to change the world’s reliance on single-use packaging and offer a convenient and enhanced circular solution to consumers, while securing meaningful environmental benefits.   Launched at the World Economic Forum’s Annual Meeting in Davos, Loop will enable consumers to responsibly consume a variety of products in customized, brand-specific, durable packaging that is collected, cleaned, refilled and reused. The content, if recoverable, will be either recycled or reused.   The idea for Loop was founded at the World Economic Forum by TerraCycle and consumer product companies BeiersdorfBICThe Body ShopBurlap & Barrel Single Origin SpicesThe Clorox CompanyCoca-Cola European PartnersCoZieDanoneGreenhouseGrillianceJacobs Douwe EgbertsMars PetcareMondelēz InternationalNature’s PathNestlePeople Against DirtyPepsiCoPreserveProcter & Gamble(P&G), RBReinberger Nut ButterTeva Deli, Thousand Fell and Unilever. Additional partners are leading food retailer Carrefour as the founding retailer, with leading UK retailer Tesco to pilot Loop in the UK later in the year; along with primary transportation company UPS and sustainable resource management company Suez.   This approach to shopping was made possible as a result of innovation investments made by the founding partners, and their commitment to developing more circular supply chains from package design to manufacturing through consumer use. The aim was to offer a zero-waste option for the world’s most popular consumer products while maintaining affordability, improving convenience and returning used disposable or durable items to a circular life cycle either through reuse or recycling.   The environmental benefits of Loop durable packaging vs. single-use packaging have been proven and verified in Life Cycle Assessments under usage pattern assumptions that will be further validated in pilots scheduled to launch in the first quarter of 2019 in France and the northeastern United States. Additional markets are expected to launch throughout 2019 and 2020.
image.png “As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of committed global brands, retailers, infrastructure companies, along with the World Economic Forum have come together to create a new way to more responsibly consume products.” said TerraCycle CEO Tom Szaky. “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially-designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.”   How Loop works:
  • Shop: Consumers will go to the Loop website or Loop partner retailer’s websites and shop for trusted brands now redesigned to be packaging waste-free.
  • Receive: Consumers receive their durable products in Loop’s exclusively designed shipping tote that eliminates the need for single-use shipping materials such as cardboard boxes.
  • Enjoy: Consumers experience elegance and convenience all while eliminating the idea of throw-away packaging waste.
  • Loop picks up: There is no need to clean and dispose of the package; as consumers finish their products, they place the empty package into one of their Loop totes, which Loop will pick up directly from their home.
  • Loop cleans: Loop’s team of scientists has developed custom cleaning technologies so that each product packaging may be safely reused.
  • Loop refills, recycles or reuses: Loop promptly replenishes products as needed and returns the refilled shipping totes to the consumer. If there is recoverable product, it will be reused or recycled.
  “At P&G, we are building on 180 years of innovation and world-class consumer insight to enable responsible consumption at scale,” said Virginie Helias, VP and Chief Sustainability Officer at P&G, also part of the Alliance to End Plastic Waste. “Through leading brands such as PanteneTide and Cascade, we have developed new, durable and refillable packaging that is delivered in a waste-free and hassle-free way as part of the LOOP platform.”
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  Along with the P&G brands Helias mentioned as being included in the service, CrestAriel and Febreze are also available in durable, refillable packaging; and toothbrush heads by Oral-B, and razors and blades by Venus andGillette will be recycled by the service. And Pampers and Always will be test-collecting used hygiene products from consumer homes for further recycling, using groundbreaking, proprietary technology developed by Fater — a P&G and Angelini Group Joint Venture — that turns used absorbent hygiene products into secondary raw materials for higher-value applications.  
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Roberta Barbieri, Sustainability VP at PepsiCo, commented: “Taking action to design our packaging to be recyclable and reusable is a critical goal of ourPerformance with Purpose agenda; and as we look to build a PepsiCo where plastics need never become waste, we are also exploring a number of ideas to reinvent the ways consumers can enjoy our products. Our participation in Loop builds on this commitment as well as providing the added convenience of e-commerce and home delivery.   “Initially we will be launching Quaker and Tropicana offerings in Paris, and have created vessels which we hope will excite our consumers, combining durability with high aesthetic design. As we work towards our sustainable packaging goals, we will continue to explore our own in-house innovations as well as participate in collaborative efforts to reduce waste.” image.png
Brands are responsible for designing their own packaging; TerraCycle consults on the packaging development process and tests all packaging for cleanability and durability prior to approval in the platform. The lifespan of each package will vary, as variables including aesthetics can cause a package to be taken out of circulation and recycled.   “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," said Alan Jope, CEO of Unilever. "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.” Loop already offers hundreds of products across its two dozen partners; as partners are added, this number will constantly increase.

Consumer goods giants team up to launch 'zero-waste' refill service

Unilever, Procter & Gamble (P&G) and PepsiCo are among the 24 corporate co-founders of a new 'waste-free' retail platform, whereby businesses will provide product refills while retaining ownership of their reusable packaging.
image.png Loop will enable customers to buy refillable products online and have them delivered in reusable containers   The platform, called Loop and founded by recycling firm TerraCycle, will enable shoppers to purchase refillable versions of food and drink, health and beauty and cleaning products, as well as office supplies, online.   Once they have used the products, TerraCycle will collect the empty packaging from their homes for cleaning and refilling, with any damaged or end-of-life packaging sent for recycling. Transport will be undertaken by UPS’s fleet of low-carbon shipping vehicles, while waste management firm SUEZ will recycle any packaging waste.   Ahead of the unveiling of the scheme at the World Economic Forum in Davos, Switzerland today, the 24 companies taking part – P&G, Nestle, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB,People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single OriginSpices, Reinberger Nut Butter, CoZie and Preserve - have collectively designed more than 250 alternatives to their single-use packaging. Innovative products and packaging designed for Loop include double-walled aluminium ice cream tubs from Haagen Daas, metal stick deodorant holders from AXE and P&G’s stainless-steel toothbrushes with detachable, fully recyclable heads. None of the designs contain any single-use plastic components.   The Loop-certified items will be available to customers for the first time when the scheme is made live in Paris and New York City in March, with TerraCycle set to roll the concept out to an undisclosed number of additional cities by the end of 2020.   The recycling firm confirmed at the World Economic Forum in Davos today (24 January) that Tesco will pilot the UK scheme before the end of 2019. The supermarket is yet to reveal which products it will include in its refillable offering.   Speaking exclusively to edie ahead of the unveiling of Loop, TerraCycle chief executive Tom Szaky said he hoped the platform would help make reuse the most “viable and desirable” option for consumers who typically buy products in single-use packaging.   “The root cause of waste is not any one material like paper or plastic, it’s the concept of single-use, which has created a culture of disposability,” he said. “From the 1950s, disposability began to win customers over very quickly, because it brings unparalleled convenience and affordability – factors which are more important to the average person than the waste crisis.   “But by designing ever-cheaper packaging and selling it to the customer as part of their product, companies are losing money and resources while consumers are losing trust. Refill is therefore having a little bit of a resurgence at the moment, but it hasn’t yet hit the mainstream nerve. We want major retailers, brands and the general public to embrace this model.”   Recycle vs reuse The launch of Loop comes at a time when the plastics recycling industry is facing scrutiny from consumers and policymakers, largely due to China’s announcement last January that it would stop accepting 24 types of plastic waste imports. Countries such as Malaysia, Vietnam and Poland were initially touted as alternatives, but have since implemented import restrictions, exacerbating backlash.   At the same time, the UK’s plastic recycling industry is estimated to be costing local authorities £500,000 per year and is now facing an investigation into suspected widespread abuse and fraud within the export system.   These events, compounded by research suggesting that only 9% of all plastic ever made has been recycled, have led several sustainability professionals and green campaign groups to tout reuse and refill as the only viable solution to the world’s plastic pollution problem. They include A Plastic Planet co-founder Sian Sutherland and Reboot Innovation's director Chris Sherwin.   Despite the majority of TerraCycle’s consumer-facing schemes rely on recycling, Szaky told edie that he also sees recycling as “just one piece of the circular puzzle”. Such schemes include its UK-wide crisp packet recycling scheme, operated in partnership with Pepsico subsidiary Walkers.   “The model we are really known for is asking whether a certain object is recyclable and, if the answer is ‘no’, establishing national schemes to collect and recycle that waste stream,” he explained.   “This echoes a lot of the commitments businesses are making around resources, particularly in partnership with the Ellen MacArthur Foundation or WRAP. But in several discussions with our corporate partners, we have been asked whether this approach is enough – whether it will truly be the solution to waste.   “Recycling and using recycled material are critically important, but are, unfortunately, not the solution to the idea of waste at the root cause. It’s one thing to dig out the plastic from the ocean, but another to stop it from going into nature to begin with – you need to do both.”

CPGs and TerraCycle Launch Zero-Waste Packaging Platform

A coalition including many of the world’s largest consumer product companies, along with international recycling leader TerraCycle, today unveiled a global, first-of-its-kind, shopping system called Loop. The initiative is designed to change the world’s reliance on single-use packaging, offer a convenient and enhanced circular solution to consumers, while securing meaningful environmental benefits.
Announced at the Davos World Economic Forum, Loop will enable consumers to responsibly consume a variety of products in customized, brand specific durable packaging that is collected, leaned, refilled and reused. The content, if recoverable, will be either recycled or reused.
Terracycle CEO Tom Szaky explains the details of the Loop program in the Packaging Perspectives podcast below. 
“As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of global brands, retailers and infrastructure companies, along with the World Economic Forum, have come together to create a new way to more  responsibly consume products.” says TerraCycle CEO Tom Szaky. “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.”
The idea for this new shopping system was founded at the World Economic Forum by TerraCycle and consumer product companies Procter & Gamble, Nestlé, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola, European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve.
Additional partners are leading food retailer Carrefour as the founding retailer and the first to believe in Loop’s model, with leading UK retailer Tesco to pilot Loop in the U.K. later in the year; primary logistics and transportation company UPS and sustainable resource management company Suez.
“Loop is a disruptive solution led by a visionary entrepreneur,” says Laurent Vallée, general secretary of Carrefour Group. “Carrefour has a strong commitment to eliminating waste and plastic. It was a natural fit for Carrefour to commit to this great project, thus becoming the first player in the retail space to join Loop. We believe our clients are increasingly concerned with unnecessary waste and we expect them to embrace this new solution. We hope other international manufacturers and retailers will join us to adopt new standards and fight waste.”
This approach to shopping was made possible as a result of innovation investments made by the founding partners' commitment to developing more circular supply chains from package design to manufacturing through consumer use. The aim is to offer a zero-waste option for the world’s most popular consumer products while maintaining affordability, improving convenience and returning used disposable or durable items to a circular life cycle either through reuse or recycling.
The environmental benefits of Loop durable packaging vs. single-use packaging have been proven and verified in Life Cycle Assessments under usage pattern assumptions that will be further validated in pilots scheduled to launch this spring in France and the northeastern United States. Additional markets are expected to launch throughout 2019 and 2020.
“At P&G, we are building on 180 years of innovation and world-class consumer insight to enable responsible consumption at scale,” says Virginie Helias, P&G vice president and chief sustainability officer. “Through leading brands such as Pantene, Tide and Cascade, we have developed new durable and refillable packaging that is delivered in a waste-free and hassle-free way as part of the LOOP platform. We’re proud to partner with TerraCycle as the first CPG company to be part of this transformative program, which is just one of the many ways we are delivering on our Ambition 2030 goals to accelerate sustainable innovation and drive circular solutions.”
Nestlé CEO for Zone Americas Laurent Freixe adds, “Loop provides a much-needed innovation platform, challenging companies to take a fresh look at our value chains and integrate reusable product packaging as part of our efforts to waste-reduction. It’s a critical part of our commitment to work with consumers to protect our planet for future generations.”
How Loop works:
• SHOP: Consumers will go to the Loop websites, www.loopstore.com,www.maboutiqueloop.fr or Loop partner retailer’s websites and shop for trusted brands now redesigned to be free of packaging waste.  
• RECEIVE: Consumers receive their durable products in Loop’s exclusively designed state-of-the-art shipping tote that eliminates the need for single-use shipping materials like cardboard boxes.
• ENJOY:  Consumers experience elegance and convenience all while eliminating the idea of throw-away packaging waste.
• WE PICK UP: There is no need to clean and dispose of the package; as consumers finish their products, they place the empty package into one of their Loop Totes. Loop will pick up directly from their home.
• WE CLEAN: Loop’s team of scientists has developed custom cleaning technologies so that each package may be safely reused.
• WE REFILL, RECYCLE OR REUSE: Loop promptly replenishes products as needed and returns the refilled shipping tote to the consumer. If there is recoverable used product such as diapers, pads, razors or brush parts, they will be recovered to be reused or recycled.

Davos 2019: TerraCycle launches reusable and refillable packaging initiative for e-commerce

Davos 2019: TerraCycle launches reusable and refillable packaging initiative for e-commerce 24 Jan 2019 --- Recycling specialist TerraCycle has launched a first-of-its-kind reusable packaging home delivery service in partnership with a host of leading global brands. Taking place today in Davos at the World Economic Forum (WEF), the launch fuses e-commerce and sustainability in a way that a green-minded public has long been calling for. Consumers will be able to use durable, reusable or fully recyclable packaging made from materials such as alloys, glass and engineered plastics. Could this be a step closer to saying goodbye to single-use plastics? Innovation in the booming e-commerce market must, arguably, go further than recyclability. Within the online groceries market alone, growth is occurring at a double-digit rate in the past years. However, the levels of waste in e-commerce packaging remain high, which coupled with extended fuel usage for personal deliveries, makes it a market with sustainability issues. Within the booming industry, only 2 percent of companies use reusable or returnable packaging models, according to Jan Berbee, Partner in the reusable packaging for e-commerce startup, RePack, tells PackagingInsights. https://resource.innovadatabase.com/admin/editor/4499dd5e-0596-467b-9052-54695a1db856ScreenHunter%201266.png Global giant P&G will be introducing reusable and refillable packaging on some of its most popular products. The freshly launched Loop is a global packaging and shopping circular solution which aims to offer an improved environmental performance compared to current e-commerce solutions. The basic premise of the initiative is that consumers will order their product, receive it via shipping then after use it will be picked up at their homes. The products are then cleaned, refilled and either reused or recycled. Available products range from detergent and toothbrushes to ice-cream and peanut butter. The platform will launch in Paris and New York in the spring of 2019. Among the brands taking part are Procter & Gamble (P&G), Nestlé, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve. “As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of committed global brands, retailers, infrastructure companies, along with the World Economic Forum, have come together to create a new way to more responsibly consume products,” says TerraCycle CEO Tom Szaky. “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.” Personal care Global giant P&G will be introducing reusable and refillable packaging on some of its most popular products. An array of the company’s brands, including Pantene, Tide and Oral-B, will be participating.
  • Pantene is introducing a unique bottle made with lightweight, durable aluminum for its shampoo and conditioner.
  • Tide's purclean plant-based laundry detergent will be available in a new durable bottle made from stainless steel with a simple twist-cap and easy pour spout.
  • Cascade has developed a new ultra-durable packaging for Cascade ActionPacs which enable consumers to skip the prewash.
  • Ariel and Febreze are participating with durable, refillable packaging that is also available in stores, testing a new direct-to-consumer refill and reuse model.
  • Oral-B will test circular solutions for both its electric rechargeable and manual toothbrushes.
  • Oral-B CLIC, a new iconic design for manual toothbrushes features a durable handle equipped with a unique mechanism that allows consumers to only exchange the brush head. The Loop platform will recycle used brush heads for both manual and electrical brushes.
  • 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.
“The time to act is now. We are passionate about harnessing the power of our global reach and the strength of our trusted global brands to scale-up more sustainable solutions. Transformative partnerships are key to achieve this mission as no one can succeed alone,” says Virginie Helias, P&G’s Vice President and Chief Sustainability Officer. https://resource.innovadatabase.com/admin/editor/dbcddfb0-0c36-41c0-924c-c50671c35452ScreenHunter%201265.png Among the participating brands is also Nestlé’s Häagen-Dazs. Food and beverage Among the participating brands is also Nestlé’s Häagen-Dazs. With the launch of Loop, Häagen-Dazs is debuting a reusable stainless steel double-walled ice cream container, designed by Nestlé’s global research and development group in Bakersfield, US. The design and transportation will keep the ice cream fresh and cold from the moment the canisters are filled until they are delivered to consumers’ homes, the company report. The canister also ensures that when it is opened, the ice cream melts more quickly at the top than at the bottom of the container. Consumers shopping for Häagen-Dazs on Loop can select from non-dairy options (Chocolate Salted Fudge, Coconut Caramel and Mocha Chocolate Cookie) or from traditional favorites (Vanilla or Strawberry) during the New York City pilot of the program, scheduled to launch in the first half of 2019. At the moment of the launch, no information on the costs of the initiatives on the participating consumer have been shared. A key theme at the World Economic Forum is the adoption of a circular economy over a linear one. The Loop initiative is a clear example of how a rapidly growing market, which will undoubtedly continue to grow as the year continues, can adapt to sustainable calls. It no longer needs to be “business as usual.” By Laxmi Haigh