Consumers are becoming increasingly eco-conscious, and a growing number of people are seeking out products that come in recyclable and reusable packaging. Unfortunately, so many popular products from global brands are still sold in single-use packaging, and some common packaging materials are very difficult to recycle. But committing to the zero-waste lifestyle doesn’t have to mean giving up on your favorite snacks, cosmetics, or household goods.

Introducing Loop, a brand new zero-waste shopping platform that represents the collaborative efforts of several well-known CPG companies, such as The Body Shop, Axe, and Seventh Generation. TerraCycle, a company that specializes in recycling materials that typically get tossed in the trash, is also involved in this initiative. Loop will officially launch their pilot programs this year with the goal of getting consumers and companies alike to move away from single-use packaging and make reusables the norm.

How does their zero-waste system work? By using Loop’s e-commerce store, customers can select products from brands like Häagen-Dazs, Tide, Dove, Pantene, and more. They will pay a small, additional deposit for the reusable package. Their order will arrive at their doorstep in a reusable tote, which is specifically designed to be durable enough to hold up for plenty of future orders. Once a product is used up, customers stow the empty container in the tote, and when the tote is full, they can either request for it to be picked up from a delivery driver through Loop’s website or simply drop it off at a UPS store. When the package is returned, customers will get their deposits back.

The team at Loop wants to make zero-waste shopping as easy and convenient as possible for the average consumer. TerraCycle founder and CEO Tom Szaky says that his goal is to make reusables just as convenient as disposables on the consumer end, and a service like Loop could be a big step in the right direction.

The Loop pilot programs will roll out this spring. In May, 5,000 shoppers in Paris and New York City will be able to test out the platform for themselves, and later in 2019, services will also expand to London. By 2020, Loop will be available in Toronto, Tokyo, and several other major cities. This platform represents a turning point in the conversation around sustainability — instead of putting full responsibility on the consumer, CPG companies are tackling the root of the issue.

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