Upstream Innovation (English)

Upstream
Innovation
A guide to packaging solutions
This guide
is not about
the state of
global plastic
pollution
It's about
solutions
4 | UPSTREAM INNOVATION UPSTREAM INNOVATION | 5
Foreword
This book is intended as a practical guide to help The circular economy is a bigger idea that goes
beyond treating the symptoms of the current
organisations innovate towards achieving their circular economy to tackle the root causes of many
economy goals for packaging. Packed with practical global challenges, including climate change and
tips, decision support frameworks, and case studies, it is biodiversity loss, while providing opportunities for
better growth. It can scale fast across industries,
designed for marketers, product designers, and packaging providing the solutions that people are calling for.
engineers new to the idea of a circular economy for
It is now widely recognised that a circular economy
packaging, as well as for seasoned practitioners. approach is the only solution that can match the
scale of the plastic pollution problem.2 It allows us
to redesign the entire plastics system to not only
In January 2016, the Ellen MacArthur Foundation
overcome this global challenge, but to do so in
launched the landmark report The New Plastics
a way that allows us to build better growth, and
Economy – Rethinking the Future of Plastics,1 laying
create solutions at speed and scale. More than
bare for the first time the enormous environmental
1,000 organisations have united behind the Ellen
and economic downsides associated with our
MacArthur Foundation’s vision of a circular economy
current “take-make-waste” plastics economy. It
for plastic, in which we eliminate the plastic we don’t
gained global headlines with its estimate that, on
need, innovate towards new materials and business
current track, there could be more plastic than fish in
models, and circulate all the plastic we use. In
the ocean, by weight, by 2050. Most importantly, the
addition, businesses accounting for more than 20%
report presented a way forward, laying out a vision
of global plastic packaging use have set ambitious
of a plastic system that can work in the long term — a
2025 targets in line with this vision.
vision of a circular economy for plastics (see p. 6).
With 2025 just around the corner, it is time to deliver

solutions. This guide is here to help.
We hope you find this guide a useful resource during

our collective journey towards a circular economy
for plastic.
The Ellen MacArthur Foundation Plastics team

November 2020
6 | UPSTREAM INNOVATION UPSTREAM INNOVATION | 7
Vision of
a circular
economy
for plastics
1 2 3 4 5 6
Elimination of Reuse models are All plastic packaging All plastic packaging The use of plastic is All plastic packaging
problematic or applied where relevant, is 100% reusable, is reused, recycled, or fully decoupled from is free of hazardous
unnecessary plastic reducing the need for recyclable, or composted in practice. the consumption of chemicals, and the
packaging through single-use packaging. compostable. finite resources. health, safety, and
redesign, innovation, and rights of all people
new delivery models is a involved are respected.
priority.
The vision in its entirety can be downloaded from New Plastics Economy website using this link:
https://www.newplasticseconomy.org/assets/doc/npec-vision.pdf
UPSTREAM INNOVATION CONTENTS | 9
Contents
14 Introduction
18 What is upstream innovation?
22 Why consider upstream innovation?
24 What you will find in this book
26
1

THE MINDSET
30 The mindset for upstream innovation
32
2

THREE STRATEGIES
36 Elimination: The two approaches
44 Direct elimination
50 Innovative elimination
72 Reuse: The four consumer-facing models - and a note on B2B
80 Refill at home
86 Refill on the go
94 Return from home
102 Return on the go
108 Business-to-business (B2B)
116 Material circulation: The three routes for plastic
124 Plastics recycling
138 Plastics composting
148 Substitution to a non-plastic material
158
3

MAKING IT HAPPEN
162 Setting up for success
166 Five key ingredients
168 The stories behind four upstream innovation journeys
176 Asking the right questions
180 Three steps for upstream decision-making
184 The role of Life Cycle Assessment in upstream innovation
Click the menu icon on each spread to return to this contents page
10 | UPSTREAM INNOVATION | INNOVATIONS PROFILED UPSTREAM INNOVATION | INNOVATIONS PROFILED | 11
Innovations profiled
by sector
B2B TRANSPORT DRY FOOD
LOCK-n-POP from Signode: Adhesive spray, p. 65 MonoSol, LLC, a Kuraray division: Dissolvable films p. 56
IFCO (Mentioned), p. 109 Twist-Loc from Charpak: Tear-off free container, p. 62
Soluplastic (Mentioned), p. 109 SmartBins (Mentioned), p. 77
REUSA-WRAPS: Reusable pallet wrap, p. 110 Waitrose & Partners Unpacked (Mentioned), p. 87
Return Bars from Returnity and Happy Returns: Drop-off points using reusable packaging, p. 111 MIWA and Nestlé partnership: High-tech bulk dispensing, p. 88
Swedish Return System: Industry-wide shared B2B packaging (Deepdive), p. 113 The Wally Shop (Mentioned), p. 95
CHEP a Brambles company: Cross-industry B2B packaging platform, p. 114 Club Zero from Abel & Cole: Decanting at home, p. 98
Flexi-Hex: Protective transport packaging, p. 153 Carrefour: How retailer Carrefour is planning to take reuse to scale (Deepdive), p. 101
Loop: Well-known brands in premium packaging, p. 100
BEVERAGES Bananeira, Unverpackt für Alle, Fairfood: Shared reuse system for jars, p. 104
Nestlé: Eliminating neck tear-offs, p. 46 Circolution: What would it take to scale reuse systems in Germany? (Deepdive), p. 105
Ooho from NOTPLA: Edible 'blobs', p. 58 MAGGI® from Nestlé professional: Elimination of colourants, p. 132
Aqua Life from Danone: Label-free bottles, p. 63 Nestlé's YES! Bar (Mentioned), p. 149
evian bottle (Mentioned), p. 63 Mondi and Fiorini International collaboration: Paper-based pasta packaging, p. 151
Snap Pack from Carlsberg: Innovative glue technology, p. 64
TAPP Water: Filtering water at home, p. 70 E-COMMERCE TRANSPORT
SodaStream from PepsiCo: Instant sparkling water (Deepdive), p. 84 Frustration-free packaging from Amazon: easy-to-open e-commerce packaging, p. 66
Coca Cola's Dasani PureFill (Mentioned), p. 87 ZerO Box from Huidu: Reusable e-commerce boxes, p. 99
Coca Cola’s Freestyle (Mentioned), p. 87 Flexi-Hex: Protective transport packaging p. 153
DiFOLD (Mentioned), p. 87 HexcelWrap from HexcelPack, LLC: Paper-based fragile wrap, p. 154
KeepCup (Mentioned), p. 87 Hexcel’ope from HexcelPack, LLC: Protective mailer, p. 155
PepsiCo's Pepsi Spire (Mentioned), p. 87
Stojo Cup (Mentioned), p. 87 ELECTRONICS
Uno (Mentioned), p. 77, p. 87 Phone chargers from Samsung: From glossy to matte surfaces, p. 64
I-Drop Water: Refill at the grocery store, p. 92
Danone's Water Jugs (Mentioned), p. 70 FRESH FOOD
Loop: Well-known brands in premium packaging, p. 100 Walmart: Eliminating fruit and vegetable packaging, p. 47
Conscious Container (Mentioned), p. 103 Tesco: Eliminating secondary lids, p. 48
Globelet (Mentioned), p. 103 Apeel: Edible coating (Deepdive), p. 53
Muuse (Mentioned), p. 103 Mori: Edible coating, p. 54
Vessel (Mentioned), p. 103 Twist-Loc from Charpak: Tear-off free container, p. 62
Universal Bottle from The Coca Cola Company: A Universal Bottle for multiple brands, p. 106 ICA: Laser-engraved labels, p. 65
CupClub: Returnable packaging service for brands and retailers, p. 107 Kecipir from Enviu: Localised fresh food delivery, p. 55
Bockatech in partnership with Borealis (Mentioned), p. 128 Infarm: In-store vegetable farms, p. 68
JOI: Recyclable nut milk packaging, p. 130 Nebulization from ARECO: Advanced fog technology, p. 71
Sprite bottle from The Coca-Cola Company: From green to clear, p. 134 Waitrose & Partners Unpacked (Mentioned), p. 87
Yorkshire Tea from Bettys and Taylors Group: Using compostable tea bags, p. 146 The Wally Shop (Mentioned), p. 95
PG tips from Unilever: Using compostable tea bags, p. 146 Liviri (Mentioned), p. 95
KeelClip™ from Graphic Packaging International: Cardboard beverage packaging, p. 156 Loop: Well-known brands in premium packaging, p. 100
GreenClip and TopClip from Smurfit Kappa: Cardboard beverage packaging, p. 157 MAGGI® from Nestlé professional: Elimination of colourants p. 132
AB InBev's Moulded pulp rings from Corona (Mentioned), p. 157 Magnum's use of recycled polypropylene (Mentioned), p. 133
PepsiCo's Moulded pulp rings (Mentioned), p. 157 Evolve from Waitrose & Partners: Multi-coloured recycled trays, p. 135
Bostock: Using compostable fruit labels, p. 146
CLOTHING ClimaCell from TemperPack: Insulated packaging, p. 152
Plastic Cutback initiative from Surfdome and Patagonia: Aggregating material
for recycling, p. 136
12 | UPSTREAM INNOVATION | INNOVATIONS PROFILED UPSTREAM INNOVATION | INNOVATIONS PROFILED | 13
HEALTHCARE TAKE-AWAY FOOD AND BEVERAGES

ClimaCell from TemperPack: Insulated packaging, p. 152 Ooho from NOTPLA: Edible “blobs”, p. 58
KeepCup (Mentioned), p. 87
HOME CARE Uno (Mentioned), p. 77, p. 87
Aquapak’s HydropolTM (Mentioned), p. 51 DabbaDrop (Mentioned), p. 95
Smol (Mentioned), p. 51 reCIRCLE (Mentioned), p. 95
MonoSol, LLC, a Kuraray division: Dissolvable films, p. 56 Uzaje (Mentioned), p. 95
Blueland (Mentioned), p. 81 Fresh Bowl (Mentioned), p. 103
Replenish (Mentioned), p. 81 Globelet (Mentioned), p. 103
SC Johnson's concentrated refills (Mentioned), p. 81 Muuse (Mentioned), p. 103
Unilever's Cif Eco-refill (Mentioned), p. 81 Ozzi (Mentioned), p. 103
Everdrop: Dissolvable cleaning tablets, p. 82 Vessel (Mentioned), p. 103
EcoCarga (Mentioned), p. 87 VYTAL: Reusables for home delivery and take-out, p. 96
Waitrose & Partners Unpacked (Mentioned), p. 87 CupClub: Returnable packaging service for brands and retailers, p. 107
Algramo: How Algramo is turning packaging into a wallet (Deepdive), p. 91 Bockatech in partnership with Borealis (Mentioned), p. 128
Loop: Well-known brands in premium packaging, p. 100 BioPak Compost Club: Creating a system for compostable plastics, p. 144
Vegware and Paper Round: Creating a system for compostable plastics, p. 147
HOME/OFFICE
ASDA: Eliminating greeting card packaging, p. 47 TINNED/JARRED FOOD
ASDA: Eliminating bed linen packaging, p. 49 Tesco: Eliminating multi-pack films, p. 46
Walmart: Eliminating plastic windows, p. 49 Waitrose & Partners: Eliminating multi-pack films, p. 46
Opendesk Furniture: Localised furniture production, p. 67 SonaeMC: Eliminating glass jar tear-offs, p. 47
Waitrose & Partners plant and flower packaging (Mentioned), p. 149 Bananeira, Unverpackt für Alle, Fairfood: Shared reuse system for jars, p. 104
PERSONAL CARE ALL SECTORS

L’Occitane en Provence: Eliminating plastic film around boxes, p. 49 Loop: Well-known brands in premium packaging, p. 100
SonaeMC: Eliminating toothpaste boxes, p. 48 HELPFUL (Mentioned), p. 103
Lush Cosmetics: Solid personal care products, p. 60 Amcor’s AmLite (Mentioned), p. 125
Amor Luminis (Mentioned), p. 61 TriCiclos: Including the knowledge of waste pickers in the
Bars Over Bottles (Mentioned), p. 61 packaging design process (Deepdive), p. 129
Beauty Kubes (Mentioned), p. 61 Danone’s elimination of PS (Mentioned), p. 133
Ethique (Mentioned), p. 61 HolyGrail: Digital Watermarks Initiative, p. 137
Lamazuna (Mentioned), p. 61
Aquapak’s HydropolTM (Mentioned), p. 51 LIST OF DEEPDIVES:
MonoSol, LLC, a Kuraray division: Dissolvable films, p. 56 How Apeel provides both the product and the service, p. 53
Bite Toothpaste Bits (Mentioned), p. 81, p. 128, p. 182 How Lush cosmetics has overcome the challenge of communicating without a label, p. 60
by Humankind (Mentioned), p. 81 How SodaStream is moving beyond ‘at-home’, p. 84
Pure Shots from Yves Saint Laurent (L’Oréal): Refill inserts, p. 83 What Nestlé has learned from piloting refill on the go, p. 89
Unilever and Walmart Mexico: Shampoo refill stations, p. 90 How Algramo is turning packaging into a wallet, p. 91
Loop: Well-known brands in premium packaging, p. 100 Why VYTAL has introduced penalties instead of rewards to incentivise return, p. 97
Colgate-Palmolive's HDPE toothpaste tube (Mentioned), p. 131 How retailer Carrefour is planning to take reuse to scale, p. 101
L’Oréal's elimination of PVC (Mentioned), p. 133 What would it take to scale reuse systems in Germany?, p. 105
How Swedish Return System has developed a collaborative model for B2B reuse, p. 113
How TriCiclos is including the knowledge of waste pickers in the packaging design process, p. 129
How to move away from multi-material formats, p. 131
How L’Oreal and Danone are moving out of commonly identified problematic
plastic packaging materials, p. 133
How BioPak is building momentum for collection of organic waste, p. 144
intro
16 | UPSTREAM INNOVATION | INTRODUCTION UPSTREAM INNOVATION | INTRODUCTION | 17
Upstream
INTRODUCTION Innovation
Two types of Rethinks products and

services at the design
stage. For example, this
innovation
can include developing new
materials, product designs,
or business models.
are needed
to achieve
a circular Downstream
economy... Innovation
Affects a product or material
after its first use. For example,
this can include developing
new collection, sorting, and
recycling technologies.
This book
focuses
upstream.
What is
Treating the root cause of a problem, rather than the symptoms,
is fundamental to finding a solution that truly tackles the issue.
If you leave a bath running and it starts overflowing, for example,

the only real solution is to turn off the taps. Mopping up the
upstream
mess with the water still flowing wouldn't solve the problem —
you need to ensure no more mess is going to be made. This is
the essence of tackling the root cause of a problem — moving
upstream.
innovation?
The same principle applies when we talk about waste. In a circular
economy, upstream innovation means that rather than working out
how to deal with a pile of waste, we work out how to prevent the
waste from being created in the first place.
OR
DEAL WITH A PREVENT IT FROM BEING

PILE OF WASTE CREATED IN THE FIRST PLACE?
WHAT IS UPSTREAM INNOVATION?
Upstream
innovation
is about
preventing
waste from
ever being
created.
Why consider
upstream
innovation?
TACKLE PROVIDE THE CAPTURE REDUCE GET AHEAD JOIN
PLASTIC SOLUTIONS UNTAPPED CARBON OF CHANGING THE NEW
POLLUTION CUSTOMERS BUSINESS EMISSIONS REGULATION NORMAL
WANT OPPORTUNITIES
By redesigning products, Plastic pollution has Finding new ways of Many solutions that Governments around Through the Global
materials and services, it is attracted widespread public delivering products while design out waste also the world are adopting Commitment and
possible to prevent waste attention, and customers designing out waste can design out carbon legislation targeted at Plastics Pact network,
from being created in the increasingly reward brands lead to business benefits, emissions. For example, tackling plastic waste. more than 1,000
first place. For example, that deliver real solutions such as cost savings, SodaStream (acquired by By embracing the power organisations, including
PepsiCo in 2018), which of upstream innovation, companies responsible
Coca-Cola’s reuse model on plastics and beyond. brand loyalty and user
enables customers to companies can stay for over 20% of all plastic
for PET bottles, operating For example, in 2018, convenience. For example,
make sparkling water at ahead of the curve. packaging globally, have
in Latin America, prevents Unilever’s Sustainable shifting just 20% of plastic
home, reduces carbon united behind the Ellen
the production of 1.8 billion Living Brands* grew 69% packaging from single-use emissions by up to 87% MacArthur Foundation’s
single-use bottles per year.3 faster than the rest of the to reuse is an upstream compared to sparkling common vision for
business, delivering 75% of innovation opportunity water sold in single-use a circular economy
the company’s growth.4 estimated to be worth USD plastic bottles.6 for plastic. This vision
10 billion.5 has a strong upstream
innovation component.
*Brands that communicate a strong environmental or social purpose, with products that contribute to achieving
the company’s ambition of halving its environmental footprint and increasing its positive social impact.
1 2 3
What you
will find
in this book
This guide is not here to tell you
about the state of global plastic
pollution — it is here to present
practical solutions.
PART ONE: PART TWO: PART THREE:
By providing tools, facts, and real THE MINDSET THREE STRATEGIES MAKING IT HAPPEN
world examples, it aims to inspire This section introduces the This section shows how to apply This section introduces five key
and empower you to take action on upstream innovation mindset — the upstream innovation mindset elements that underpin successful
upstream innovation to achieve a rethinking not just the packaging to achieve three key circular implementation of upstream
circular economy for plastics. itself, but also the product and the economy innovation strategies: innovation efforts, and provides
business model, to identify new elimination, reuse, and material guidance on making upstream
ways of delivering value to users, circulation. Backed by more than decisions.
while designing out waste. 110 innovation case studies and
references, this section shows what
good looks like in practice.
FIND OUT MORE BY VISITING plastics.emf.org/upstream
• Download the Upstream Innovation workshop asset packs with

actionable tools for you to use (including films, new circular economy
sprint methodology, etc.)
• Explore the Upstream Innovation case study database profiling

approximately 200 examples of upstream innovation
• Get translations of this book in Spanish, Portuguese, French, and Chinese.

1
PART ONE
MINDSET
Introducing the upstream innovation

mindset — rethinking not just the
packaging itself, but also the product and
the business model, to identify new ways of
delivering value to users, while designing
out waste.
28 | UPSTREAM INNOVATION | THE MINDSET UPSTREAM INNOVATION | THE MINDSET | 29
THE MINDSET
Rethink the
packaging, Upstream innovation requires a shift in
mindset. To unlock the full opportunity,
product, and
it is necessary to move beyond
focusing on incremental packaging
improvements, towards fundamentally
rethinking how to best deliver
business
products and services to a user.
It involves rethinking not just the

packaging itself, but also the product
and the broader business model, with
model...
the aim being to identify new ways
of delivering value to users, while
designing out waste.
30 | UPSTREAM INNOVATION | THE MINDSET UPSTREAM INNOVATION | THE MINDSET | 31
MODEL EXPLAINED
The mindset
for upstream
innovation PACKAGING
RETHINKING THE PACKAGING means innovating at

the packaging design level (packaging concept, format,
components, material choice) to provide the same essential
packaging function, while designing out waste. For example, RETHINK
moving from non-recyclable to recyclable packaging formats
or using a completely different type of material (such as an
edible or dissolvable material).
BUSINESS PRODUCT
MODEL
RETHINKING THE PRODUCT means innovating at the
product design level (product formulation, concept, shape,
size) to change the packaging needs, while maintaining or
improving the user experience. For example, changing from a
physical product to a digital product, or from a liquid product
to a solid product.
RETHINKING THE BUSINESS MODEL means innovating at

the system design level (delivery model, supply chain, location
of production, revenue streams) to change the packaging
needs. For example, selling products in refillable or returnable
packaging, rather than single-use packaging, or localising
production, so freshness can be assured without relying on
the complex, often less recyclable, packaging that is frequently
required in global supply chains.
2
PART TWO
THE THREE
STRATEGIES
This section shows how to apply the

upstream innovation mindset to achieve
three key circular economy innovation
strategies: elimination, reuse, and
material circulation. Including more
than 110 innovation case studies and
references, this section shows what
good looks like in practice.
34 | UPSTREAM INNOVATION | THREE STRATEGIES UPSTREAM INNOVATION | THREE STRATEGIES | 35
In the following chapters we

introduce three upstream
innovation strategies, and
show how the upstream
innovation mindset can be
applied across them:
ELIMINATION REUSE MATERIAL CIRCULATION

Packaging is eliminated while Packaging is reused, rather Packaging is designed so that
user experience is maintained than discarded after one use, the materials it is made from
or enhanced. creating value for both users can be recycled or composted.
and businesses.
• Direct elimination • Plastics recycling
• Innovative eliminaton • Refill at home • Plastics composting
• Return from home • Substitution to a
• Return on the go non-plastic material
• Refill on the go
• Business to business
THE THREE STRATEGIES
Elimination:
The two
approaches
By rethinking the packaging, the product
and the business model, packaging can
be eliminated while user experience is
maintained or enhanced.
It is time to
change our
understanding
of elimination
to capitalise
on its full
potential.
!
40 | UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION | 41
Elimination: “ Why we need Without elimination, achieving a circular economy

for plastics will not be possible. The demand for
elimination” plastic packaging is set to double over the coming
A hidden
two decades making it impossible to keep this
increased flow of plastics in the economy and out
of the environment. To achieve a circular economy,
innovation
we need to curb the growth in the amount of
material that needs to be circulated.7
opportunity
To note: Swapping from one type of plastic to
another and substitution from plastic to another
material (e.g. paper) are not discussed in this
chapter. These approaches do not eliminate the
need for a packaging or component and still
Elimination is more than bans on straws require recycling/composting/reuse infrastructure
and plastic bags — it is a broad innovation and are therefore discussed in the Material
opportunity. Circulation section (p. 117). For the same reason,
lightweighting is not covered here — a brief
Traditionally, elimination has mostly been comment on this can be found on p. 127.7
seen as a relatively uninspiring strategy
with limited impact, but this is changing, as:
“ What we In this guide, ‘elimination’ means either eliminating
the need for packaging or a packaging component,
The view on what constitutes ‘necessary’

mean by or making the packaging or component from an
1 packaging is changing. Many companies are elimination” edible or dissolvable material (eliminating the need
to treat the material after use).*
starting to question their need for packaging
in various applications, and the number of
packaging items that can broadly be considered
‘unnecessary’, and therefore directly eliminated, is
increasing.
?
2 Elimination is proving to be a hidden innovation
opportunity. By rethinking the packaging, the
product and the business model, packaging that is
necessary in the current set-up can be eliminated
through innovation, while maintaining or
enhancing user experience.
*Packaging refers to the entire item (e.g. a sachet, or a bottle including the cap and label). A packaging component refers to a
part of packaging that can be separated by hand or by using simple physical means (e.g. a cap, a lid, or a tear-off).8
42 | UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION | 43
The two
approaches to
elimination
DIRECT INNOVATIVE There are two different approaches to

ELIMINATION ELIMINATION elimination — a direct approach and an
innovative approach. They differ depending
on whether an item of packaging serves
an essential function or not. Examples of
functions that can be considered essential
include necessary protection, containment,
convenience, communication, and
efficiency.
DIRECT ELIMINATION
Packaging that does not serve an essential
function is directly removed. For example,
DIRECT APPROACH INNOVATIVE APPROACH film packaging on multi-buy tins.
For packaging that For packaging that
does not serve an does serve an INNOVATIVE ELIMINATION
essential function essential function
Packaging that does serve an essential
function is indirectly eliminated through
innovation, with the function being achieved
in a different way. For example, edible
coatings for fresh produce that extend shelf-
life, eliminating the need for packaging.
44 | UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION DIRECT UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION DIRECT | 45
MODEL EXPLAINED TRENDS
Direct
Removing unnecessary multi-buy packaging: Secondary plastic
wrapping is removed from multi-buy items such as canned foods,
beverages, and snack packets (e.g. Tesco’s multi-buy cans p. 46,
Waitrose’s multi-buy cans p. 46).
Elimination
Removing unnecessary tear-offs: Tear-offs are removed from
items such as water bottles, jars, and the openings of flexible
packaging (e.g. Nestlé’s Pure Life (Egypt) p. 46, SonaeMC’s
jars p. 47).
Removing unnecessary plastic film: Plastic film is removed from

items such as fresh produce, clothing, perfume, cosmetics, and
greeting cards (e.g. ASDA’s greeting cards p. 47, Walmart’s loose
fruit and vegetables p. 47).
WHERE TO START
Many brands and retailers have already started to identify and
eliminate unnecessary packaging9,10 — the key categories of focus
are captured in the trends above. Reviewing how these trends may
apply across your portfolio is a good starting point.
Packaging that does not serve an

essential function can be regarded WHAT GOOD LOOKS LIKE
Ambition level: Assessing opportunities for direct elimination of
as unnecessary and directly packaging should be done critically and on an ongoing basis.
removed without any significant Industry alignment: Brands, retailers, policy makers, etc. continue
to refine the list of items that can be considered 'unnecessary' and
adjustments, innovation, or loss of

hence directly eliminated.11 Creating a common understanding
and alignment on these items is an important way in which the
product value.
industry can rapidly and collectively reduce the use of unnecessary
plastic.
While straightforward in principle,

an upstream innovation mindset
can help rethink what is really
needed and what is not.
RETHINK PACKAGING | SCALED | UK | TINNED/JARRED FOOD RETHINK PACKAGING | SCALED | UK | HOME/OFFICE
Tesco: Eliminating ASDA: Eliminating

multi-pack films greeting card packaging
Plastic film wrapping has been removed from multi-buy Clear plastic wrapping has been removed from 92% of
tins (such as soups, beans, tuna, and tomatoes) across greeting cards. Envelopes are also distributed separately,
all UK stores. Multi-buy deals are still in place, and are so that they are only taken if required.
automatically applied at the checkout for loose tins.
CASE STUDIES
ENVIRONMENTAL BENEFITS
See p. 172 for the story behind Tesco’s packaging strategy Waste prevention: 50 million individual cellophane bags are
eliminated from cards per year, equivalent to over 86 tonnes of
ENVIRONMENTAL BENEFITS plastic. There has been no adverse rise in damage rates from
Waste prevention: Eliminates 67 million pieces of film per year, eliminating the packaging.
equivalent to 350 tonnes.
Read more
Read more
RETHINK PACKAGING | SCALED | PORTUGAL | TINNED/JARRED FOOD

RETHINK PACKAGING | SCALED | UK | TINNED/JARRED FOOD
SonaeMC: Eliminating
Waitrose & Partners: glass jar tear-offs
Eliminating multi-pack Plastic tear-offs (that covered the lip of the jar cap) have
films been removed from glass jars containing products such
as olives and jams. The change is being explored for more
Plastic film wrapping was removed from five multi-buy tin items including honey and spices.
product lines as part of a trial in 17 stores. Multi-buy deals
were still in place, and were automatically applied at the
photo: SonaeMC
BUSINESS BENEFITS
checkout for loose tins. The trial needed to be put on hold Cost savings: Eliminating the tear-off saves EUR 0.0025 per jar,
due to the resourcing impacts of Covid-19, but is planned to currently adding up to a saving of EUR 8,000 per year.
be reintroduced as soon as possible.
ENVIRONMENTAL BENEFITS Waste prevention: Since 2012, 1.2 million tear-offs have
Waste prevention: Removing multi-pack films on the five been eliminated.
product lines trialled would eliminate 18 tonnes of plastic film per
year.
Read more
RETHINK PACKAGING | SCALED | CANADA | FRESH FOOD
Walmart: Eliminating fruit

photo: Nestlé Waters Egypt
RETHINK PACKAGING | SCALED | EGYPT | BEVERAGES
Nestlé: Eliminating and vegetable packaging

neck tear-offs Clear plastic film has been removed from individually sold
peppers and organic bananas in stores across Canada.
Plastic tear-offs that covered the bottle cap and neck (cap
sleeves) have been removed from Nestlé Pure Life water ENVIRONMENTAL BENEFITS
bottles. Instead, the pack reads: ‘if it clicks, it’s safe’, as an easy Waste prevention: Approximately 87 tonnes of plastic film is
way for users to identify unopened bottles (i.e. listen for a eliminated per year for peppers, and approximately 6.3 tonnes
click when the bottle cap is twisted). for bananas.
ENVIRONMENTAL BENEFITS Read more
Waste prevention: Nearly 240 tonnes of tear-offs were eliminated

in the first 18 months (since January 2019).
RETHINK PACKAGING | SCALED | PORTUGAL | PERSONAL CARE RETHINK PACKAGING | ROLL-OUT | UK | HOME/OFFICE
SonaeMC: Eliminating ASDA: Eliminating bed

toothpaste boxes linen packaging
Secondary cardboard boxes have been removed from own- Clear plastic covers made from PVC have been removed from
brand toothpaste. A shelf-ready tray is used instead. own-brand duvet covers and pillow cases. There has been no
notable increase in damage of products.
CASE STUDIES
Waste prevention: 725,000 boxes are eliminated per year. Total ENVIRONMENTAL BENEFITS
paper use is reduced by 8 tonnes per year. Waste prevention: 10.5 million duvet and pillow case covers,
equivalent to 146 tonnes of plastic, were removed between Feb
Recyclability: The shelf-ready tray has an increased chance of 2018 and Jan 2020 (with roll-out of the initiative still ongoing).
recycling as it is now aggregated within the store versus in the
Read more
user’s bathroom, where recycling bins are rare.
RETHINK PACKAGING | SCALED | USA | HOME/OFFICE
Walmart: Eliminating
plastic windows
Plastic windows have been removed from the boxes used
to package the ‘My Life As’ range of dolls, with the box
instead left open at the front. This both improves the
packaging’s recyclability as well as helping to better
showcase the product.
Waste prevention: Between June 2018 and June 2020 almost
2.5 million dolls were sold in the new packaging.
photo: Colgate-Palmolive
Recyclability: Eliminating the plastic window makes the

remaining cardboard packaging recyclable.
RETHINK PACKAGING | ROLL-OUT | GLOBAL | PERSONAL CARE
RETHINK PACKAGING | SCALED | UK | FRESH FOOD L’Occitane en Provence:

Tesco: Eliminating Eliminating plastic film
secondary lids around boxes
Clear plastic film around personal care products that
Clear secondary lids used on foil sealed 300mL cream pots
are packaged in boxes (such as creams and lotions) will
photo: L'Occitane-En-Provence
(e.g. double cream and soured cream) have been removed.
be removed (ongoing project, expected to be completed
in 2022).
Waste prevention: Removing secondary lids eliminates
34 million items of packaging per year, equivalent to
Waste prevention: Estimated to eliminate 8 tonnes of clear
approximately 100 tonnes.
plastic film per year once changes have been fully rolled out.
Read more
Read more
50 | UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION INNOVATIVE UPSTREAM INNOVATION | THE THREE STRATEGIES | ELIMINATION INNOVATIVE | 51
TRENDS
Edible packaging: Packaging functionality is provided by a
material that can be eaten with the product (e.g. Apeel p. 52,
MODEL EXPLAINED Notpla's Ooho p. 58).
Innovative Dissolvable packaging: Packaging functionality is provided by

a material that can be dissolved in water (e.g. MonoSol's laundry
capsules p. 56, Aquapak’s HydropolTM , Smol).*
Elimination
Solid products: Liquid products are redesigned as solid products,
so packaging is no longer strictly required (e.g. LUSH p. 60, a
range of solid product-focused companies p. 61).
Enhanced packaging functionality: Multiple packaging

components and units are incorporated into one (e.g. Amazon’s
Frustration Free Packaging p. 66, Charpak’s Twist-Loc p. 62).
Localised production and digitalisation: Goods are produced

locally or digitally transferred, reducing packaging requirements for
transport and protection (e.g. Infarm p. 68, Opendesk
Furniture p. 67).
WHERE TO START
For innovative elimination, two categories stand out as good
starting points: firstly, formats that pose significant challenges for
Packaging that does serve an a circular economy (for example, non-recyclable or high-leakage
packaging formats); and secondly, packaging
essential function is indirectly used in the fresh food, beverage, and personal care sectors where
many innovative elimination examples already exist to take
eliminated through innovation, with inspiration from.
the function being achieved in a WHAT GOOD LOOKS LIKE

Ambition level: If possible, eliminate the entire packaging,
different way. Upstream innovation rather than just a packaging component. Also, be mindful that an
innovative elimination effort does not unintentionally become a
is what allows this to be achieved, material substitution effort (see ‘What is elimination’ on p. 41).
without negative unintended Remaining packaging: In cases where auxiliary packaging might
still be necessary (for example, to bring a solid soap home, or for
consequences. home delivery of loose fruit and vegetables), make it optional rather
than default when possible and design the packaging to be reusable,
recyclable, or compostable (e.g. LUSH p. 60, Kecipir p. 55).
Unintended consequences: Make sure the innovative elimination

strategy is implemented in a way that does not create unintended
consequences (for example, a significantly higher level of
*Dissolvable packaging can be considered part of a circular system for packaging if it is proven that an entire
biodegradation process takes place safely, within a reasonable timeframe, and in all environmental conditions where
product waste).
the packaging is likely to end up.
RETHINK PACKAGING | SCALE-UP | USA | FRESH FOOD BUSINESS BENEFITS Carbon emissions: A full life cycle
Better products: Keeps products fresh for assessment, including multiple indicators,
Apeel: up to two to three times longer compared has been conducted for Apeel-coated
to non-coated produce by slowing water products.12 Carbon savings range from 18%
loss and oxidation. to 80%, depending on the product.
Edible coating Cost savings: Reduces the costs

associated with food wastage and
Compostability: Fully compatible with
the compostable food.
increases sales.
CASE STUDIES
An edible coating made from plant INNOVATION STATUS

Investment: Secured USD 250 million to
material that extends the shelf-life of Competitive pricing: Return on
expand operations in 2020. Completed a
investment is high enough that there is
fresh fruit and vegetables. Designated no need for retailers to charge more for USD 70 million Series C funding round
FDA GRAS (Generally Recognised as Safe). Apeel-coated produce. in 2018.
ENVIRONMENTAL BENEFITS Scale: USA retailer Kroger currently carries

Waste prevention: Eliminates the Apeel avocados, limes, and organic apples
OXYGEN need for plastic wrapping without in their stores; German retailer Edeka
STAYS increasing food wastage. For example, carries Apeel avocados, oranges, and
OUTSIDE one cucumber supplier is expecting to mandarins; and it was recently announced
photo: Apeel Sciences
eliminate >30 tonnes of shrink wrap that ASDA stores in the UK would begin
annually by using Apeel. carrying Apeel produce. In addition, Apeel
cucumbers are launching in the USA in
late 2020.
Read more
DEEPDIVE
PROVIDING THE PRODUCT AND THE SERVICE
Apeel’s product (the coating) is manufactured and distributed as a powder

and mixed with water at the packaging centre. The product can then be
applied by spray, dip, or brush-on methods.
Apeel provides both the product and the service of applying the product.
They design and integrate the Apeel application system into the supply
chain, monitor the application process over time, and study the produce
quality in order to continually improve product performance.
With suppliers of fresh produce in the USA, Mexico, Peru, Spain and the
Netherlands, and retail partners in the USA, Germany and Denmark, Apeel
have brought avocados, limes, mandarins, oranges, and organic apples to
market so far. Recent financing will allow the expansion of operations within
Africa, South America, and Central America.
MOISTURE
STAYS
INSIDE
RETHINK PACKAGING | SCALE-UP | USA | FRESH FOOD RETHINK BUSINESS MODEL | START-UP | INDONESIA | FRESH FOOD
Mori: Kecipir from Enviu:

Edible coating Localised fresh
food delivery
CASE STUDIES
An edible coating made from natural silk that

slows down the spoiling process of fruits, Online platform for fresh fruit and vegetables, connecting
vegetables, meats, and seafood. Self-designated as farmers directly with urban consumers through a fully
GRAS (Generally Recognised as Safe) in the United reusable, circular delivery system.
States. Approved for consumption in Japan.
BUSINESS BENEFITS INNOVATION STATUS

Better products: Improves the shelf-life Investment: Raised USD 12 million in
and overall appearance of fresh foods by Series A funding in July 2020.
slowing down dehydration, oxidation, and
microbial growth. Partnerships: Mori has set up strategic
partnerships across the food industry,
Cost savings: Mori can reduce costs specifically in the whole and cut
associated with food wastage and deliver produce, meat, and seafood sectors.
a two to three times return on investment Read more
photos: Kecipir
compared to packaging that does not
BUSINESS BENEFITS chain as products are delivered locally,
provide food spoilage protection.
Better products: Produce is harvested directly after being harvested. Food waste
on demand ensuring freshness and is currently reduced by 132 tonnes per
best quality. year.
Waste prevention: Eliminates the need
for plastic wrapping, wax, and fungicides,
photo: Mori
Convenience: An app-based platform Carbon emissions: Products travel a

and has the potential to reduce
enables users to shop online and save maximum of 60 km, reducing transport
food wastage.
trips to the grocery store. emissions. Delivery time is less than
24 hours from farmer to consumer, so
Cost savings: Reduced transport there is no need for refrigeration.
the compostable food waste stream.
Without Mori With Mori distances and a reduced number of
parties involved in the process INNOVATION STATUS:
makes the model economically effective. Scale: Since 2016, Kecipir has expanded
to make 1,600 deliveries per month in
Competitive pricing: Produce is up to the Greater Jakarta area and is actively
50% cheaper than supermarket produce exploring expansion into nearby cities.
through the Kecipir platform. By 2022 the target is to expand to 15,000
deliveries per month across three cities.
Waste prevention: Since 2016, Kecipir Investment: Received EUR 30,000 in
operations have eliminated 6 tonnes seed funding from the Enviu Foundation
of low quality, single-use plastics (like and a grant of USD 45,000 from National
plastic bags and styrofoam trays). The Geographic (in 2019).
model also reduces the amount of food Read more
normally wasted throughout the value

RETHINK PACKAGING | SCALED | GLOBAL | HOME CARE, PERSONAL CARE, DRY FOOD
MonoSol, LLC, a
Kuraray division:
Dissolvable films
CASE STUDIES
Films that dissolve in water. The films have many

applications ranging from home and personal care
applications (e.g. detergent pouches, household
and personal care refills) to food applications
(e.g. single-serve packets of nutrition supplements,
instant coffee, pre-measured spices for caterers
and restaurants).
BUSINESS BENEFITS Recyclability: Does not contaminate
Convenience: No need to unwrap or plastics or paper recycling streams.
measure single-serve products saving
time and mess. Easy for on-the-go use. INNOVATION STATUS
Scale: Soluble pods for dishwashing
Better products: Can be used to reduce detergent are used by the world’s leading
a user’s contact with harsh chemicals, brands. MonoSol is expanding production
agricultural fertilisers, pesticides, or in response to continued global demand
medically infectious materials. with six facilities located in the US, UK,
and Japan. A seventh facility is under
Superior packaging: Films provide construction in Poland.
gas, odour, and oil barriers and the
temperature they dissolve at can be Partnerships: MonoSol is best known
controlled by design. for its partnership with P&G to develop
Tide laundry detergent pods. Launched in
ENVIRONMENTAL BENEFITS 2012, these pods were one of the biggest
Waste prevention: Can eliminate single- breakthroughs for laundry products and
use items such as sachets, bottles, bags, or MonoSol was recognised by P&G for
protective films. accelerating innovation breakthroughs
that drive business results. MonoSol
Renewable sourcing: Current today partners with almost every major
formulations are available with up to consumer packaged goods and private
25% bio-based materials. label provider.
Read more
photo: MonoSol, LLC

RETHINK PACKAGING & BUSINESS MODEL | START-UP | UK | TAKE-AWAY FOOD AND BEVERAGES
Ooho from
NOTPLA:
Edible ‘blobs’
CASE STUDIES
Edible and home compostable ‘blobs’ for

beverages and condiments made from seaweed.
approximately 36,000 cups/bottles were
eliminated at a 2019 London Marathon
trial and 46,000 sauce sachets were
eliminated during an eight-week trial with
ten London restaurants.
Renewable sourcing: Made from

seaweed, which does not compete with
food crops and is one of nature’s most
rapidly renewing resources (brown
seaweed grows up to one metre per day!)

the compostable food waste stream and
home compostable.
INNOVATION STATUS
photo: Notpla Investment: Raised GBP 4 million in
BUSINESS BENEFITS ‘seedplus’ funding in 2019.
Convenience: 91% of users find Ooho
sachets for takeaway sauces and Partnerships: A partnership between
condiments ‘easy to use’ or ‘easier to use Notpla, Just Eat, Hellmann’s, and Innovate
than regular sachets’. UK has been established to scale up
condiment sachets available on the Just
Brand reputation: 92% of users would Eat food delivery platform throughout
like to see more of their takeaway sauces the UK. Following a successful trial of
coming in Ooho sachets. Lucozade (sports drink) filled Oohos at
the 2019 London Marathon, Ooho is
ENVIRONMENTAL BENEFITS being rolled out as the selected hydration
Waste prevention: Eliminates the need solution for Lucozade at running events.
Read more
for single-use beverage bottles and
cups as well as sachets. For example,
photo: Notpla
RETHINK PRODUCT | SCALED | GLOBAL | PERSONAL CARE
Lush Cosmetics:
Solid personal
care products
CASE STUDIES
Solid personal care products for the hair, body,

fragrance, oral, and beauty care categories.
BUSINESS BENEFITS containers, and tubes. For example, since
Cost savings: Lush solid products reduce 2007, Lush has sold over 38 million naked
expenses associated with transport, shampoo bars globally, saving over 90
storage space, and packaging material. million* plastic shampoo bottles. In the
stores, products can be taken home with
Convenience: Requires less cupboard no packaging. When purchased online,
space and eliminates the need to carry products are placed ‘naked’ directly into
bulky, heavy bottles when travelling. mail order parcels.
Brand reputation: Creates a new retail Carbon emissions: Reduces emissions

experience that has been embraced from transportation through reduction of
by customers. product weight. For example, a shampoo
bar can take up to 15 times less space than
INNOVATION STATUS a liquid counterpart (based on the same
Scale: Founded in the UK in 1995, Lush number of uses).
now has over 928 stores in
48 different countries. Water use: Lush's yearly sales of
shampoo bars save 450,000 litres of water photo: Lush
ENVIRONMENTAL BENEFITS compared to liquid counterparts.

Waste prevention: Solid personal care Read more
products eliminate the need for bottles,

Many companies, across a
DEEPDIVE range of geographies, now
offer personal care products
as solid products.
OVERCOMING THE CHALLENGE OF COMMUNICATING WITHOUT A LABEL
Although naked products present the opportunity to re-imagine what a cosmetics photos left to right: Lamazuna,
Beauty Kubes, Ethique, Amor
routine without any packaging could look like, they also present unique challenges — Luminis, B.O.B Bars Over Bottles Lamazuna, France Beauty Kubes, UK
such as how to list ingredients without a label, and how to provide a customer with
directions on how to use the product. Lush has leveraged the power of innovation
and prevalence of technology to overcome these challenges. They developed the
Lush Lens App, a product recognition tool that allows users to scan a product
with their phone to get the typical information they would find on a physical label.
The Lush Lens App also engages customers with the products through providing
interactive content about the ingredients and the stories behind them.
Ethique, USA Amor Luminis, Australia Bars over Bottles, Brazil
*based on 1 x shampoo bar = 2.4 x bottles of liquid shampoo.

RETHINK PACKAGING | SCALE-UP | UK | DRY FOOD, FRESH FOOD RETHINK PACKAGING | PILOT | INDONESIA | BEVERAGES
Twist-Loc from Aqua Life

Charpak: Tear-off from Danone:
free container Label-free bottles
CASE STUDIES
A plastic container with a locking mechanism An embossed water bottle, eliminating the
between the container and the lid. Provides label and reducing the amount of packaging
tamper evidence while eliminating the need for components. The barcode that was previously
tear-off seals. on the label has been integrated into the cap.
BUSINESS BENEFITS Recycled content: The containers are
Convenience: Simply twist to open, with made from a minimum of 75%
Waste prevention: Eliminated 1.6 million
no need to dispose of small format tear- recycled PET.
labels in the launch year (2019).
offs that are unlikely to be recycled.
INNOVATION STATUS
Recycled content: Made from 100%
ENVIRONMENTAL BENEFITS Scale: Available in Waitrose grocery
locally sourced recycled PET, which
Waste prevention: Since launching in stores across the UK in the mini-bites
stimulates local demand and drives
2019, more than 3 million tear-off seals aisle. Currently in discussions with a
bottle collection.
have been eliminated. This is predicted number of customers for expanding use
to increase to more than 10 million by the across the UK and Europe.
Recyclability: The bottle is 100%
end of 2020. Read more
recyclable PET.
INNOVATION STATUS
Scale: The embossed bottle was launched
as a pilot in Bali in early 2019, and is now
available in Jakarta and Surabaya with
plans to expand distribution. In July 2020,
Danone’s natural mineral water brand
Evian also launched a label-free 100%
recycled PET bottle in France.
Read more
photo: Danone AQUA

photo: Charpak Ltd
RETHINK PACKAGING | ROLL-OUT | GLOBAL | BEVERAGES RETHINK PACKAGING | SCALED | SWEDEN | FRESH FOOD
Snap Pack from Carlsberg: ICA: Laser-engraved labels

Innovative glue Labels are etched directly onto fruit and vegetables using
a laser, eliminating the need for plastic wrap and sticker
technology labels. Only the pigment in the outer skin is changed,
without affecting the produce itself. The laser label has
Small glue dots that allow four, six, or eight aluminium cans been used on organic avocados, sweet potatoes, butternut
to be glued together. squash, kiwifruit, ginger, and watermelons.
CASE STUDIES
Read more
Waste prevention: Eliminates
plastic rings and plastic film
packaging.
Recyclability: Glue dots are

compatible with the aluminium
recycling stream.
AB
en
ed
INNOVATION STATUS
Sw
A
IC
to:
Scale: The product has been pho
launched in several markets

photo: Carlsberg Group
and is readily available at an
industrial level. RETHINK PACKAGING | SCALED | GLOBAL | B2B TRANSPORT
Read more
LOCK-n-POP from
RETHINK PRODUCT | ROLL-OUT | GLOBAL | ELECTRONICS
Signode: Adhesive spray
Phone chargers from A food-grade cohesive that secures one layer of boxes or
sacks on a pallet to the layer of boxes or sacks below. The
Samsung: From glossy to cohesive has been designed so that it prevents packaged
products from sliding off each other, but still allows them to
matte surfaces be pulled apart relatively easily. The packaging surfaces are
not sticky upon separation.
An altered phone charger design that eliminates the need
for packaging. The glossy exterior is replaced with a matte ENVIRONMENTAL BENEFITS
finish, removing the requirement for a plastic protective film. Waste prevention: Eliminates
Read more or reduces plastic pallet wrap. For
example, using LOCK-n-POP can
reduce the total amount of solid
waste produced by 10,000 pallets
from five cubic metres down to
0.03 cubic metres.
Carbon emissions: According

to LOCK-n-POP, greenhouse
gas emissions can be reduced by
seven to eight times compared
de
to pallet wrap.
igno
Read more
to: S
pho
photo: Samsung
RETHINK PACKAGING | SCALED | GLOBAL | E-COMMERCE TRANSPORT RETHINK PRODUCT & BUSINESS MODEL | SCALE-UP | GLOBAL | HOME/OFFICE
Frustration-free Opendesk Furniture:

packaging from Localised furniture
Amazon: Easy-to- production
CASE STUDIES
open e-commerce A new kind of furniture company that sells furniture designs, rather
than physical furniture. Opendesk acts as a global platform for local
packaging making, and collaborates with independent designers all over the
world to create shareable, downloadable designs. Through their
online platform, Opendesk connects customers to a local professional
E-commerce packaging programme that challenges companies maker to have furniture produced locally, on demand. This means no
to redesign packaging that can provide protection during shipping, quicker lead times, and a short last-mile delivery.
transport and a superior unboxing experience, but with the
smallest number of packaging components. BUSINESS BENEFITS
Cost savings: Opendesk reduces
overheads by eliminating the need for
shipping, display, and storage.
photo: Amazon
Customisation: On demand production

means it is possible to tailor products to
photo: Amazon
individual preferences.
Convenience: Shortened supply chains

Before After means a faster service. Opendesk has
a ‘desk-on-demand’ service which
can provide locally manufactured
BUSINESS BENEFITS ENVIRONMENTAL BENEFITS office furniture in 14 days (including photo: Peter Guenzel
Cost savings: Reduced shipping and Waste prevention: The programme order, delivery, and installation). This is cardboard. Reusable blanket wraps are
packaging costs. eliminates secondary boxing and ‘filler designed to compete with the longer lead used wherever possible during
packaging’, as well as hard plastic times of contract furniture brands. local transportation.
Convenience: Easier to open than regular clamshell cases, plastic bindings, and wire
transport packaging and reduces the ties. Since 2015, Amazon has reduced the INNOVATION STATUS Carbon emissions: Localised production
amount of packaging a customer needs to weight of outbound packaging by 33% per Scale: Opendesk has supplied office reduces transport emissions.
store and dispose of. shipment and eliminated over 910,000 furniture for hundreds of companies,
tons of packaging material — equivalent from start-ups to large organisations Renewable sourcing: Many workshops
Brand reputation: Improves brand to 1.6 billion shipping boxes. (such as Google, Greenpeace, and Nike). are social enterprises, which use FSC
reputation as overpackaging in timber and help to retain proceeds in the
e-commerce is negatively perceived Recyclability: To eliminate components Partnerships: Opendesk partners with local economy.
by customers. that are not kerbside recyclable, Amazon more than 250 local makers worldwide.
has set clear guidelines on the types of Other: The products are designed for
INNOVATION STATUS materials and formats that can be used. ENVIRONMENTAL BENEFITS local repair — prolonging their life
Scale: Operating since 2008, the Read more
Waste prevention: Localised production and supporting a second-hand
programme includes more than eliminates the need for transport refurbished market.
2 million products. packaging such as plastic film and Read more
RETHINK BUSINESS MODEL | SCALE-UP | GLOBAL | FRESH FOOD
Infarm: In-store
vegetable farms
Hyper-local production of produce, such as herbs and leafy
CASE STUDIES
greens, grown in-store in smart, modular ‘farms’. Infarm installs

the farms and then remotely controls and monitors each one
through a cloud-based platform.
BUSINESS BENEFITS ENVIRONMENTAL BENEFITS

Better products: Produce is fresher and Waste prevention: Infarm’s hyper-local
looks and tastes better. Stores can offer a supply chain strategy allows customers to
greater selection of products, including buy ‘just-harvested’ produce — meaning
products that are not currently offered the produce stays fresh for a long time,
because they are too delicate to transport which reduces food waste and means
in existing supply chains. packaging is not strictly necessary.
Cost savings: Reduces touchpoints Carbon emissions: A 90% reduction in

and logistics associated with the food transportation compared to traditional
supply chain. farming practices. On the other hand,
energy consumption can be up to ten
Competitive pricing: Kroger in Seattle times higher than traditional farming
sells Infarm produce at the same price as — a factor that is the focus of continued
the store’s existing organic range. innovation. The balance of emissions
compared to traditional farming depends
INNOVATION STATUS on the net difference between reduced
Scale: More than 900 farms in stores, transport emissions and
restaurants and distribution centres across increased energy use.
Japan, the USA, Canada, and Europe.
Water use: Uses 95% less water than soil-
Investment: Completed a USD 100 based agriculture.
million Series B funding round in early
2019 and a USD 170 million Series C Other: Uses 75% less fertiliser than soil-
funding round in 2020. based agriculture and 99% less space.
Read more
Partnerships: Established relationships

with over 30 food retailers, including
Kroger, Marks & Spencer, and Aldi.
photo: diephotodesigner.de
RETHINK PRODUCT & BUSINESS MODEL | START-UP | EUROPE AND NORTH AMERICA | BEVERAGES RETHINK PACKAGING | SCALE-UP | GLOBAL | FRESH FOOD
TAPP Water: Filtering Nebulization from

water at home ARECO: Advanced
Water filter that can be self-installed and attaches
fog technology
CASE STUDIES
directly to the tap, providing instant filtering.
Carbon emissions: TAPP estimates their Advanced fog technology (nebulization) for food (vegetable,
appliance can reduce CO2 emissions by fruits, fish, cheese, meat). Small micro-droplets of water
approximately 150 kg per user per year maintain humidity to extend shelf-life and freshness without
compared to transporting bottled water. wetting the products, while reducing the need for packaging.
INNOVATION STATUS
Scale: Since 2016, TAPP Water has sold
more than 85,000 units in 73 different
countries around the world.
Read more
DEEPDIVE
WATER AT HOME
Access to safe and affordable drinking
water is a human right (SDG 6). Sadly,
for many people around the world,
lack of access to drinking water is still
a daily reality. Addressing this through
photo: TAPP Water
water and sanitation infrastructure
BUSINESS BENEFITS development is a priority, with huge
Convenience: Eliminates the need to societal and environmental benefits to
carry heavy water bottles or jugs. be gained from the effort. Where this
is not yet being addressed through
Competitive pricing: Using a TAPP infrastructure improvement, reuse and
photo: ARECO
appliance is cheaper per litre of water other delivery systems can sometimes
than using single-use bottles. TAPP present a viable option (for example, BUSINESS BENEFITS ENVIRONMENTAL BENEFITS
estimates that an average household can see I-Drop Water on p. 92 in this Better products: Preserves look, taste, and Waste prevention: Reduces packaging
guide and Danone Water Jugs on
save more than EUR 200 a year through nutrient value of fresh produce. and refrigeration requirements while
p. 24 in the REUSE book). There are
filtering water at home rather than extending product shelf-life
also cases where infrastructure exists,
buying bottled water. Cost savings: Increased profitability of and freshness.
but consumers would still prefer not to
drink water directly from the tap (due the departments in which the technology
Brand loyalty: Subscription service to bad taste, poor water quality, or is applied with a return on investment INNOVATION STATUS
for filter refills keeps customers presence of certain types of minerals, between 12 and 18 months. Nebulization Scale: Used in over 4,500 stores globally,
coming back. etc.). In this scenario localising the reduces energy demand, and therefore including recent entry to the North
‘filtration’ through offering ‘on-tap’ lowers costs, compared to refrigeration American market and Pacific region.
ENVIRONMENTAL BENEFITS and ‘in-house’ solutions can provide an systems. It also reduces product wastage Read more
Waste prevention: TAPP estimates it alternative to single-use bottles (see for and reduces product weight loss from
has eliminated close to 30 million bottles example, TAPP Water pictured here). dehydration (maintaining the price of
since 2016. products that are sold by weight).
Reuse:
The four
consumer-
facing models
– and a note
on B2B
be reused, rather than discarded after
one use, creating value for both users and
businesses.
Interest in
reuse has been
sparked. Now,
it is time to use
an upstream
innovation
mindset to
!
implement and
scale solutions.
76 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE | 77
Reuse: “ What we Reusable packaging is designed to be used multiple

times, for its originally intended purpose, as part of
mean a dedicated system for reuse. Reusable packaging is
A revolution
brought back into the economy through the washing of
by ‘reuse’” the entire intact packaging.*
on the rise? “Covid-19 Safety and hygiene are critical for all packaging and
are determined by how the packaging is managed and
and reuse” handled, not whether it is single-use or reusable. There
are many examples of how reusable packaging can be
In the last few years, reuse models have used safely and hygienically.
gained significant momentum in the
Science and guidance from public health professionals —
world of packaging. for example, 100 scientists from 18 countries,14 and public
bodies such as the European Commission15 — suggest that
Until recently, reuse models were broadly considered to
it is safe to continue using reusable packaging systems
be burdensome or a thing of the past, but not anymore.
while navigating the Covid-19 pandemic and beyond,
Interest in reuse is evidenced by the number of reuse- through continuing to employ basic hygiene.
focused pilots, commitments, research initiatives, and
start-ups that have been launched in the past two years. Most reuse systems, some active for decades, have
withstood the pandemic without needing to make any
This growing interest stems from the increasing changes. This is, for example, the case for reuse-return
recognition that reuse models offer not only a new range systems like reusable beverage bottle schemes, and Loop
of solutions to plastic pollution, but also the potential to p. 100, which achieved record sales in April and May
unlock significant business benefits. 2020.
For example, reuse can help to cut costs, adapt to For reuse systems based on user ‘refill-on-the-go’ (where
some applications have been questioned from a hygiene
individual needs, optimise operations, build brand
perspective) there are also examples that have thrived
loyalty, improve user experience, and gather intelligence.13
during the pandemic. For example, sales from a ‘refill-on-
the-go’ tricycle system by Algramo (p. 91) operating
?
For further information on reuse, see the Ellen MacArthur in Santiago, Chile increased by 356% between April and
Foundation’s 2019 REUSE book, which presents a detailed June while the city was in full lockdown. Other players
assessment of the benefits of reuse, the four B2C reuse like MIWA (p. 89), Uno, and SmartBins are showing
business models, and 69 examples of reuse solutions. how hygiene and safety of bulk dispensers can be
retained, for example, by employing IoT to lower customer
touchpoints, or by installing on-the-spot cleaning ports for
the user-owned refillable packaging.
*This is a ‘user-friendly’ interpretation of the official New Plastics Economy definition of reuse. For the technical
and exact definition, as based on ISO standards, see the Global Commitment definitions
78 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE | 79
The four
consumer-
facing models
for reuse
There are four different business-to-consumer
AT HOME
REFILL RETURN
AT HOME FROM HOME (B2C) reuse models. They differ depending on
the ownership of the packaging — i.e. whether
the packaging is refilled or returned — and
where the refill/return occurs.
ON THE GO
REFILL RETURN
ON THE GO ON THE GO
REFILL AT HOME
Users refill their reusable container are home (for example,
with refills delivered through a subscription service).
REFILL ON THE GO
Users refill their reusable container away from home (for
example, at an instore dispensing system).
RETURN FROM HOME

REFILL RETURN Packaging is picked up from home by a collection service
Packaging owned and Packaging and (for example, by a logistics company).
refilled by the user ‘packaging ownership’
returned to a business RETURN ON THE GO
Users return the packaging at a store or drop-off point (for
example, in a deposit return machine or a mailbox).
B2B PACKAGING AND REUSE

In addition to the four B2C reuse models, a wide range
B2B of business-to-business (B2B) reuse models exist. These
can range from individual companies reusing their own
transport packaging to industry-wide reuse systems based
on interconnected operators managing a shared set of
standardised, reusable packaging.
80 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE REFILL AT HOME UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE REFILL AT HOME | 81
Refill
Solid or concentrated products: Liquid refills are redesigned as
concentrates (e.g. Unilever’s Cif ecorefil, SC Johnson’s concentrated
refills) or tablets (e.g. Everdrop p. 82, by Humankind), reducing
transportation and packaging costs.
at home
Customised products or packaging: Refill systems are designed so
that the product or packaging can be customised — for example, a user
can mix flavours (e.g. PepsiCo’s SodaStream p. 84), add a desired
fragrance, or personalise the reusable packaging (e.g. Replenish).
Auto-refill services: Users are offered a refill subscription service,

improving brand loyalty (e.g. Bite Toothpaste Bits).
WHERE TO START
Products that have a high water content (such as beverages, and
some home care and personal care products) are good candidates
for refill-at-home models as water can often be removed to produce
a solid or concentrate that is then diluted by the user at home in a
reusable bottle or dispenser.
Furthermore, exploring integration with e-commerce can bring
Users refill a reusable container at many benefits as compact refills easily fit through letterboxes and
save transportation costs for home delivery. An online outlet also
home with refills either delivered

removes the ‘attention’ advantage that standard large packaging
may have when products are physically displayed on a shelf.
to the door (for example, through a WHAT GOOD LOOKS LIKE

Product formulation: To maximise cost savings on transport and
subscription service) or bought in a packaging materials, where applicable, remove as much water as
possible from the product (e.g. Everdrop p. 82).
shop. Users retain ownership of the Refill packaging: To prevent the refill packaging from creating
main packaging and are responsible more waste than a single-use model, supply refills either without
packaging or in packaging that is reusable, recyclable, or compostable
for cleaning. (e.g. PepsiCo’s SodaStream p. 84, Blueland).
Industry alignment: One way to avoid small concentrates

having to compete for shelf space with full-size water-containing
products, is to work toward making concentrated refills the industry
standard for products where water can be removed. This would enable
fair competition, reduce carbon emissions, and create material savings
for the industry as a whole.
RETHINK PRODUCT & BUSINESS MODEL | START-UP | GERMANY | HOME CARE RETHINK PACKAGING & BUSINESS MODEL | SCALED | GLOBAL | PERSONAL CARE
Everdrop: Dissolvable Pure Shots from Yves

cleaning tablets Saint Laurent (L’Oréal):
Cleaning tablets that are mixed with water in reusable
Refill inserts
CASE STUDIES
bottles at home to make the final cleaning product.
Refill inserts for skincare products. The plastic inserts are

placed into a high-quality reusable glass ‘shell’ designed
to be owned, and refilled, by a user.
Waste prevention: Having a refill insert
means that for every purchase only the
insert container needs to be recycled,
rather than the entire packaging ‘shell’.
INNOVATION STATUS
Scale: The product has been launched
worldwide. It was the best performing
Luxe Cream launch in Asia in Q1 2020.16
photo: L’Oréal
Read more
photo: everdrop
BUSINESS BENEFITS Investment: Everdrop closed a seed

Cost saving: Reduces shipping and funding round in July 2020.
packaging costs, compared to diluted,
heavy, water-containing products. ENVIRONMENTAL BENEFITS
Waste prevention: Every tablet avoids
Competitive pricing: The refill tablets use of a single-use plastic bottle.
retail for EUR 1 per refill, meaning Everdrop
is cost comparable to single-use products. Carbon emissions: Transport volume is
reduced by 80% to 90%, which cuts
Convenience: Reduces cupboard space transport-related emissions.
requirements and eliminates the need to
carry bulky, heavy bottles from store to Recycled content: The reusable bottles
home. In addition, compact refills lend are made from 100% recycled PET.
themselves well to e-commerce.
photo: L’Oréal
Recyclability: The paper sachets for

INNOVATION STATUS refills are compatible with the paper
Scale: Within the first few months of recycling stream.
operation, Everdrop sold more than
1 million tablets. Compostability: The paper sachets for
refills are compostable.
Read more
RETHINK PRODUCT & BUSINESS MODEL | SCALED | GLOBAL | BEVERAGES
SodaStream from
PepsiCo: Instant
sparkling water
CASE STUDIES
Appliance for making sparkling water at home in reusable

bottles. The sparkling water is made using water from the tap
and CO2 supplied in returnable cylinders. Concentrated syrups
for a variety of common drink flavours are also available.
BUSINESS BENEFITS year 2017 – 2018, users produced the
Brand loyalty: A device at home equivalent of 6.3 billion single-use bottles
increases loyalty to the brand. worth of sparkling water in reusable
bottles at home.
Convenience: Reduces space
requirements and eliminates the need Carbon emissions: SodaStream reduces
to travel to a store and then carry bulky, the carbon emissions of sparkling water
heavy bottles home (a single CO2 cylinder by up to 87% compared to single-use,
can carbonate up to 60 litres of water). PET-bottled sparkling water.
Customisation: Accommodates INNOVATION STATUS

users’ preferences by offering a variety Scale: Distributes through more than
of flavours and control of level of 90,000 individual retail stores in 46
carbonation. countries, and has 15 million
household users.
Waste prevention: Prevents the use of Investment: SodaStream was acquired
single-use bottles. For example, in the by PepsiCo in 2018 for USD 3.2 billion.
Read more
DEEPDIVE
HOW SODASTREAM IS MOVING BEYOND ‘AT-HOME’

SodaStream has proven to be a successful example of an at-home refill
solution. In June 2020, PepsiCo announced that following successful
pilots with key customers, Sodastream will expand its brand to
move beyond the at-home model into 'on-the-go' — introducing the
SodaStream Professional Hydration Platform. The mobile-enabled
SodaStream Professional Hydration Platform is set for roll-out in the USA
in the second half of 2020 and allows users to customise and digitally
track their beverage intake on-the-go while cutting back on plastic
bottles. It has been developed for workplaces, college campuses and
airports, expanding on the SodaStream brand.
photo: PepsiCo
86 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE REFILL ON THE GO UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE REFILL ON THE GO | 87
TRENDS
Customised dispensing systems: Users can choose their desired refill
quantity (e.g. MIWA p. 88, I-Drop Water p. 92) often at more affordable
MODEL EXPLAINED prices17 and with personalised content, for example by adding or mixing
Refill
flavours (e.g. Coca-Cola’s Dasani Purefill, PepsiCo’s Pepsi Spire).
Smart dispensers: Sensors are incorporated that recognise when a package

is in place, automatically dispense the required quantity (e.g. EcoCarga),
register product information, and facilitate cash-free payments (e.g. Algramo
p. 91, MIWA p. 88).
on the go Distributed sales points: Dispensers are moved outside of traditional

stores, becoming mobile or being placed in public spaces, office buildings,
etc. (e.g. EcoCarga, PepsiCo’s SodaStream Professional p. 84).
WHERE TO START
A common starting point is dried products (such as beans, pasta, and grains).
These products have minimal packaging requirements, making them ideal
for very simple bulk dispensers, and can be purchased and transported
home in foldable/flexible packaging (for example, reusable bags) that are
easy to bring along to the store. It also gives customers the opportunity to
purchase the exact amount they require.
Another place to look for opportunities is for beverages consumed on the go,
allowing users to bring along their own reusable bottle or cup.
WHAT GOOD LOOKS LIKE
Users refill the reusable Dispensing equipment: To make dispensing systems staff friendly, user
friendly and safe, design them to be quick to refill and quick to use, while
packaging at a dispensing point minimising contamination and spillage. For example, use prefilled bulk
units that fit directly onto the dispensing system to avoid staff having to refill
bulk dispensers (e.g. MIWA p. 88) and/or design touchless and automated
away from home, such as in a refill machines (e.g. Algramo p. 91, Coca-Cola’s Dasani Purefill).
store. Users retain ownership of Product formulation: If the product has a high water content, think about
supplying it as a concentrate to be mixed with water at the retail site (e.g.
the reusable packaging and are Coca-Cola’s Freestyle, PepsiCo’s Pepsi Spire). This allows for increased
customisation of flavour/fragrance and reduces transportation-related costs
responsible for cleaning.

and emissions.
Packaging hygiene: To ensure proper hygiene around the refillable

packaging, consider installing washing ports next to the dispensing units
to clean and disinfect on the spot (e.g. Uno) or provide clear instructions on
how to clean (e.g. Unilever and Walmart Mexico’s shampoo refill stations
p. 90, KeepCup).
Customer engagement: To engage customers and aid the transition to a

new retail experience, employ proper signage and consider deploying extra
floor staff in the initial phases of the roll-out (e.g. Unilever and Walmart
Mexico’s shampoo refill stations, p. 90, Waitrose & Partners Unpacked).
To ensure that users bring their reusable packaging, make it easy or create
incentives for doing so. For example, make it foldable (e.g. DiFOLD, Stojo
Cup), make it personal (e.g. KeepCup) or, where relevant, provide economic
incentives (e.g. Starbucks’ cup charge trial18).
RETHINK BUSINESS MODEL | PILOT | SWITZERLAND | DRY FOOD
MIWA and Nestlé

partnership: High-tech
bulk dispensing
CASE STUDIES
Partnership between Nestlé and the innovator MIWA on high-tech

bulk dispensing solutions for instant coffee and pet food.
BUSINESS BENEFITS Carbon emissions: A specific Life

Brand reputation: Customers reported Cycle Assessment (LCA) on the Nestlé photo: Nestlé
that reduction of single-use packaging pilot is still being completed. A general

was the main incentive to buy in refill. LCA performed by MIWA showed that DEEPDIVE
the MIWA system can reduce carbon
Customisation: Users can dispense the emissions by 46%. WHAT NESTLÉ HAS LEARNED FROM PILOTING REFILL-ON-THE-GO
quantity they desire. The initial pilot was designed to test user acceptance of the refill-on-the-go
INNOVATION STATUS model. Overall, the pilot was successful as the majority of the customers said
Data: RFID/NFC tags and readers, they were satisfied with the experience, and by the end of the pilot, 50%
Scale: The dispensers were piloted
of customers brought their own reusable packaging for refill. Many of the
combined with an integrated information in three Nestlé shops in Switzerland
customers were new customers in the Nestlé shops who came specifically for
system, enable full control over the flow during a four-month period. Based on a
the refill offer, and Nestlé saw higher than expected sales from refill.
of packaging and products in the supply successful pilot, Nestlé is now scaling the
chain and provide the opportunity to refill solution to all 16 Nestlé shops with
The pilot showed there is a need to guide the customers through the new
gather insights on customer preferences. its Purina One brand across Switzerland
shopping experience. Only one-third of new customers could use the dispensing
to test operational viability at larger scale. unit and handle weighing without initial assistance. Improvements made during
ENVIRONMENTAL BENEFITS MIWA Read more Nestlé Read More
the pilot period included providing more signs and visual guidance to make the
Waste prevention: Products travel in system more intuitive. Nestlé also decided to have the refill stations next to each
airtight canisters throughout the supply other as ‘a shop in a shop’ to attract more attention.
chain, including during storage at retail
sites, which reduces food waste. The MIWA technology proved successful in overcoming concerns relating
Packaging waste can be reduced by 90% to health and safety of bulk dispensing. The products sit in airtight 11-litre
if customers bring their own canisters, which improves the shelf-life of products and eliminates the risk of
reusable container. contamination during refill and dispensing. Each canister is tagged throughout
the supply chain to guarantee traceability. Also, the dispensing unit can only
pour after being triggered by a user and when packaging is in place underneath,
lowering spillage.
Nestlé is now assessing the feasibility of leveraging the dispenser technology for
other product categories, in addition to testing the operational viability of the
solution in larger supermarkets across the supply chain. MIWA is continuously
reviewing the system to further develop the idea, including making the dosing
unit work for liquids.
See p. 168 for the story behind upstream momentum in Nestlé.

RETHINK BUSINESS MODEL | PILOT | MEXICO | PERSONAL CARE
Unilever and Walmart

Mexico: Shampoo
refill stations
CASE STUDIES
Refill stations for Unilever shampoo brands in ten Walmart shops DEEPDIVE
in Mexico. The stations were overseen by staff to help customers
dispense shampoo in 1-litre reusable aluminium bottles. The HOW ALGRAMO IS TURNING PACKAGING
reusable bottles were sold at a one-time price and were printed INTO A WALLET
with guidance on how customers should clean the bottle at Algramo is a platform system that allows
home before bringing it back to refill. As the solution expands, consumers to refill products at low prices by
self-service refill machines will be tested to make the refilling using smartpowered dispensing machines and
independent from staff oversight and provide better dosing to packaging chipped with RFID. Customers charge
their account through an app and bring their
avoid spillage.
smart packaging to an Algramo dispenser —
the machine will recognise the packaging and
BUSINESS BENEFITS
dispense the right product at a desired quantity
Customisation: Customers pay per
without the need for login or payment as the
weight and choose a desired quantity.
packaging itself becomes a wallet. The Algramo
system ensures product traceability, generates
Competitive pricing: The refill shampoo
loyalty, and gathers business intelligence.
is priced 16% lower than the equivalent in
single-use packaging.
Algramo is currently piloting its smart system in
partnership with Unilever in Santiago, Chile and
Brand reputation: 70% of customers
since August 2020 in New York City with Clorox
said the reason they chose the refill
and Pinesol products.
station was to reduce single-use plastic
and eight out of ten would recommend
the experience. The initiative saw an
organic reach through social media of
over 197,000 users, with reactions and
engagement by more than 31,700 users.
photo: Walmart de México y Centroamérica and Unilever
Waste prevention: Over the three-month
pilot period, more than 3,000 single-use photo: Algramo
shampoo bottles, equivalent to 126 kg of
plastic, were eliminated.
INNOVATION STATUS
Scale: After a successful three-month trial
period, Walmart aim to scale the initiative
to 500 Walmart shops in Mexico during
2021.
Read more
RETHINK BUSINESS MODEL | START-UP | AFRICA | BEVERAGES
I-Drop Water: Refill

at the grocery store
I-Drop tackles two issues at once — access to affordable, safe
CASE STUDIES
drinking water and single-use plastic waste from pre-bottled

water. I-Drop’s ‘Waterpods’ are self-service, purified drinking water
refill dispensers for grocery stores. A dispenser is connected to the
store’s main water supply and has an inbuilt filter allowing users
to buy purified water in any size reusable bottles/containers. A
bespoke ‘Internet-of-things’ technology platform improves market
reach, reduces operating expenses, and improves system reliability
by allowing remote oversight of all installed Waterpod systems in
realtime.
BUSINESS BENEFITS Carbon emissions: Transport emissions

Cost savings: I-Drop installs the units associated with transporting bottled water
at no capital cost to a store and monitors are reduced.
and replaces filters as required. Revenue
is typically split 50/50 between I-Drop Water use: I-Drop’s preferred purification
and the store. This business model technology produces no waste-water
removes capital outlay, meaning any by-product.
store can afford to install a dispenser,
and sales are almost directly store profit. INNOVATION STATUS
Incentives are aligned with shop-owners Scale: I-Drop has installed and
only needing to focus on the sales side, piloted Waterpod systems and technology
and I-Drop focusing on ensuring that the in over 100 locations in seven countries
Waterpods deliver safe water reliably and within Africa (South Africa, Botswana,
cost effectively. Zimbabwe, Swaziland, Ghana, Senegal,
and Namibia). An upgraded Waterpod
Competitive pricing: With the I-Drop system was launched in 2019 with the
Water model, drinking water can be sold aim to start offering filtered water for refill
at prices that are 75–80% cheaper than in large retail chains throughout Africa.
bottled water, making access to clean Read more
drinking water widely affordable.
Waste prevention: At a single grocery
store in the lowest-income province in
South Africa, the equivalent of a 500ml
bottle of water is sold through a Waterpod
every 45 seconds of trade. This means
that in the first six months of 2020, this
store sold purified refills equivalent to
over 200,000 500ml single-use bottles.
photo: I-Drop Water
94 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE RETURN FROM HOME UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE RETURN FROM HOME | 95
TRENDS
MODEL EXPLAINED Auto-replenishment services: Businesses offer a subscription service,
where the empty packaging is collected upon the next delivery of goods,
Return
making it easy to return packaging. This also improves brand loyalty, and
delivers user insights (e.g. Abel & Cole’s Club Zero p. 98, Danone’s water
jug service).
Superior packaging design: Packaging is designed with improved
from home
functionality and/or aesthetics to provide a better user experience (e.g. Loop
p. 100, DabbaDrop, Liviri). This is possible as the packaging remains an
asset to the business and the initial packaging cost is divided over
many uses.
Shared infrastructure: Businesses share logistics and cleaning facilities

across brands, sectors or wider networks, potentially through a third-party
service provider, in order to improve the economics of reverse logistics (e.g.
Loop p. 100).
WHERE TO START
Focusing on e-commerce products that are delivered at relatively high
frequency, ideally through a subscription model, can be a good place to start.
It allows the collection of empty packaging to be combined with the delivery
of new products and avoids users needing to store empty packaging for
long periods of time.
Users subscribe to a delivery and The model is well suited to urban areas* where transport distances, both
between deliveries and from delivery to cleaning/refilling sites, are shorter
collection service that allows them

compared to areas with lower population densities.

to return empty packaging from Packaging hygiene: To lower the cost and resource use during cleaning,
design packaging that is easy to clean (e.g. reCIRCLE). Many logistics or
home. A business or service provider cleaning service providers charge brands according to how easy it is to wash
their packaging (e.g. Loop p. 100, Uzaje).
then takes care of cleaning and Packaging design: Using universal designs for packaging formats across
brands or products can improve the overall efficiency of operations (e.g.
redistributing the packaging. The Wally Shop, MMP jars p. 104). In addition, making the packaging
plain, and designed to be decanted immediately, may help to boost return
rates (e.g. Abel & Cole’s Club Zero p. 98).
Customer engagement: Create incentives for users to return the

packaging. One such way is through a deposit on the packaging — although
it is important to find the right balance between being a strong enough
incentive, while not scaring customers away with a very high initial deposit.
Alternatively, rather than putting a deposit on the packaging, incentivise
return by, for example, offering a free refill after a certain number of returns
(e.g. Abel & Cole’s Club Zero p. 98) or penalise users for not returning after
a given period (e.g. VYTAL p. 96).
*Be mindful that areas with extremely dense populations might come with their own logistical challenges (for
example, congestion and shortage of space).
RETHINK BUSINESS MODEL | START-UP | GERMANY | TAKEAWAY FOOD AND BEVERAGES BUSINESS BENEFITS INNOVATION STATUS
Cost savings: Restaurants save 20–30% Scale: VYTAL supplies approximately 100
VYTAL: Reusables in packaging costs compared to

single-use.
partner restaurants and canteens across
Germany (Berlin, Munich, Cologne,
and other cities) and has engaged more
for home delivery Brand loyalty: High share of repeat

customers ordering again within the next
than 3,000 users in their ‘return-on-
the-go’–’return-from-home’ hybrid
and takeout
week to return packaging. business model. In the first two months
of quarantine VYTAL saw about 400 first-
CASE STUDIES
Superior packaging: The reusable time customers use their service.

packaging keeps food warm for longer
A platform for pre-order of home-delivery and takeaway food in Partnerships: The business has an
(on average only 3°C loss of temperature
reusable packaging introduced during the Covid-19 pandemic to in ten minutes) and avoids spillage. established network of partners in
support restaurants and local businesses. The new online platform the restaurant and canteen segment
and ‘return-from-home’ service is an extension of VYTAL’s existing Data: A digital system enables and is currently looking at developing
business as a provider of reusables to restaurants, canteens, cashless operations, smart inventory partnerships with companies that want to
and supermarkets for ‘return-on-the-go’. With the new set-up, management, user incentives for quick offer convenient return options for their
customers can order their food in VYTAL’s reusable packaging for returns, and clear tracking of saved employees, or cities that are aiming to
pickup in-store or to be delivered to their home on bikes. Users packaging waste. become waste-free.
then drop off empty packaging at participating retail sites or have Read more
the packaging picked up upon a subsequent delivery. Brand reputation: Delivery without
packaging waste was cited by customers
as a key decision criterion when
choosing between delivery platforms.
Some restaurant owners have now
decided to only offer takeaway with the
reusable system.
Carbon emissions: Reduction of ~30kg
CO2 emissions over the life cycle of one
bowl compared to single-use
styrofoam packaging.19
photo: VYTAL Global GmbH
DEEPDIVE
WHY VYTAL HAS INTRODUCED PENALTIES INSTEAD OF REWARDS

TO INCENTIVISE RETURN
VYTAL has replaced the classic deposit model with a digital system where customers sign-up,
borrow the reusable packaging free of charge and are only charged a penalty if they do not
return it back in time. The system overcomes several challenges of the deposit system, such
as the administrative burden of handling deposit payments, the need for retailers to pre-
finance the deposit, and the overall challenge of setting a deposit price that is low enough to
maximise uptake of reuse at the point-of-sale, while high enough to incentivise quick return.
With VYTAL’s system, users can borrow the reusable packaging free of charge for two weeks.
Return is incentivised through an app that gives reminders, and employs gamification/
nudging elements (e.g. tracking the number of single-use packages saved). The penalty
system has resulted in an average return time of four days and a return rate of 97.5% within
the two-week period.
photo: VYTAL Global GmbH

RETHINK PACKAGING & BUSINESS MODEL | PILOT | UK | DRY FOOD RETHINK BUSINESS MODEL | SCALE-UP | CHINA | E-COMMERCE TRANSPORT
Club Zero from ZerO Box from

Abel & Cole: Huidu: Reusable
Decanting at home e-commerce boxes
CASE STUDIES
A service delivering dried food (such as lentils, pasta, and oats) Reusable boxes for e-commerce deliveries rented out on a monthly,
in low-cost, plain reusable transport containers, offered by yearly, or one-time basis. The box is made from a light-weight plastic
Abel & Cole — a UK online retailer. The jars are designed to be material, sealed without tape, and is fitted with an RFID tag to track
functional, but not beautiful, so a user is not tempted to keep its location. The box is either opened and directly returned when the
them. Upon delivery, users decant into their own reusable jars product is delivered, returned at the time of a subsequent delivery, or
and at the next delivery, return the transport containers together returned to drop-off stations. Depending on the rental model, Huidu
with the reusable delivery box. or the company renting the box take care of the washing.
BUSINESS BENEFITS Carbon emissions: Companies using
Competitive pricing:Although the ZerO Box have collectively reduced carbon
production cost of a ZerO Box is about emissions by 50 tonnes since 2018.
twice that of a standard cardboard box,
Huidu is able to offer a box rental at a INNOVATION STATUS
price below the single-use alternative, Scale: More than 2 million ZerO Boxes are
because each box is rented out multiple currently in circulation. The company has
times. Using ZerO Box can save 30% more than 20 operation centres across
on a cost-per-use basis compared to China that manage the reuse logistics.
traditional shipping boxes. One of China’s
largest online retailers, JD.com, has Investment: A USD 14 million Series A
partnered with ZerO Box after estimating funding round was completed in 2019.
that they could save approximately USD
4.5 million annually if just 10% of their Partnerships: The company has
orders came in a ZerO Box. cooperation partnerships with over
200 businesses, including JD Logistics,
photo: Abel & Cole Ltd Convenience: The patented design can Cainiao, Suning Logistics, China
BUSINESS BENEFITS Brand reputation: Abel & Cole started be flat-packed after use, making for easy Post, and Vipshop.
Optimised operations: Standardised exploring reuse solutions in response to storage and returns. Read more
packaging is used across different customer demand for reduced single-use

bulk products to optimise packaging packaging and market movement on ENVIRONMENTAL BENEFITS
operations. refill solutions. Waste prevention: A box can be reused
up to 14 times and it is estimated that
photo: Huidu Environmental

Brand loyalty: Customer retention is INNOVATION STATUS over 18 million single-use boxes have
aided by having an annual membership Scale: A successful initial trial has been been eliminated since 2018. As a specific
fee of GBP 10 to be a part of Club Zero, completed with 15 different products and example, JD.com expects to have
and offering the tenth refill of a given three different reusable container sizes. eliminated 7.2 million single-use boxes
product free of charge. A larger trial with 1,000 customers was from its supply chain by the end of 2020
started in early 2020 before needing to be (having started using the boxes in 2018).
Competitive pricing: Products are sold put on hold due to Covid-19. The trial will
at the same price as products in single- be resumed when possible.
use packaging. Read more
RETHINK PACKAGING & BUSINESS MODEL | SCALE-UP | FRANCE, UK, NEW YORK CITY INNOVATION STATUS Investments: In 2020 Loop closed USD 20
| DRY FOOD, FRESH FOOD, PERSONAL CARE, HOME CARE, BEVERAGES Scale: Initial pilots in Paris and New York million in Series A funding.
served 10,000 customers with record sales
Loop: Well-known brands in March and April 2020 during the Covid-19
pandemic. The platform is currently live via
online pilot models, nationally in the UK
Partnerships: Currently, Loop is working
with over 400 major brands (including
Nestlé, P&G, Unilever, Mars, PepsiCo,
in premium packaging (Tesco), and USA (Kroger and Walgreens),

and regionally in France (Carrefour).
and Coca-Cola) and retailers (including
Carrefour, Tesco, Loblaws, Kroger,
Launches are planned for Canada, Japan, Walgreens, Ulta, Woolworths, and Aeon).
A global reuse platform, offered online and in store by major retailers, Germany, and Australia by mid-2021. Instore Seven other retailer partnerships are
CASESTUDIES
STUDY
and offering more than 500 products in reusable packaging (including deployment of Loop (in partnership with being announced in the coming months.
big brands like Tide detergent and Heinz Ketchup). When a container leading retailers) begins in France in October Partnerships have also been announced with
is empty, there is no need for the user to clean or sort it. It is either 2020, the USA in February 2021, and Japan Ecolab for cleaning and DHL for sortation of
CASE
stored and then picked up from the user’s home, or dropped off at a in March 2021. inbound packaging.
Read more
participating store. The containers are then professionally cleaned,
refilled, and sold to another customer. DEEPDIVE
BUSINESS BENEFITS without needing to think about cleaning
HOW RETAILER CARREFOUR IS PLANNING TO TAKE REUSE TO SCALE
Superior packaging: According to Loop or sorting.
analysis, the improved aesthetics and Based on learnings from the initial Loop pilot, in June 2020, Carrefour launched an e-commerce
functionality of the packaging is the major Brand reputation: An initial survey model for reusable packaging that is totally embedded in the existing Carrefour e-commerce
driver of customer satisfaction. of Loop users purchasing home and platform. The aim is to make the shopping experience seamless, avoiding the need for
personal care products showed that for customers to visit a separate site to buy products in reusable packaging.
Brand loyalty: Loop is seeing higher 75–90%, the perception of the brand being
reorder rates than the industry average. purchased improved from an environmental With the new integrated e-commerce model, Carrefour is expanding the reuse offering to the
greater Paris area and Lyon, scaling capacity up from 5,000 to 125,000 customers. A major
97% of reusable packaging is returned within perspective. 75–100% of respondents state
challenge in the scale-up phase has been figuring out how to adapt the existing distribution
90 days. they are more likely to purchase from the system for Carrefour and deciding what tasks should be outsourced to Loop and other
brand in the future. subcontracted service-providers. In the initial set-up, Carrefour operates two distribution
Convenience: Loop’s goal is to match the centres that handle the delivery of products in reusables and store empty packaging once it has
convenience of single-use packaging with ENVIRONMENTAL BENEFITS been picked up from a customer. Loop is then responsible for picking up the empty packaging
customers purchasing products in reusable Carbon emissions: Third-party verified from the distribution centres, and ensuring packaging is sorted and scanned in order to refund
deposits to customers. Ecolab is subcontracted by Loop to handle the cleaning of packaging,
packaging from a range of retailers and then LCAs show that packaging in Loop is
and DHL is responsible for the logistics. Currently, there is a small cleaning facility in France
easily returning the packaging (by home typically 22% to 45% better than single-use. and supporting capacity in the UK. However, as volumes increase, it will be possible to invest
collection or to any participating retailer) in more localised infrastructure for sorting and cleaning to improve the environmental and
economic efficiency of the operations.
In addition to the added costs of reverse logistics, Carrefour has invested in a new sophisticated
IT system to be able to track all packaging individually and handle deposits. The retailer
expects the investment to break-even in two to three years. The Loop pilot has proved that the
reuse model with premium packaging can work well for products with higher margins, such
as personal care products. It is, however, more tricky to make the model profitable for lower-
cost, everyday products, where premium design is less important to users. For these products,
Carrefour is now working with suppliers on developing more plain, standardised packaging, that
will optimise operations and lower the costs throughout the supply chain. The offering would
supplement the products in premium design that are currently available on the Loop platform.
The next step for Carrefour will be an in-store integration in ten shops in Paris, giving customers
the opportunity to buy products in reusable containers off the shelves, and return to drop-off
points in stores. The in-store integration is a key aspect of building an ecosystem of stores
(retailers, food service providers, etc.) that all offer reusable packaging and drop-off points. If
the expanded in-store model is successful in Paris, Carrefour will expand to several hundred city
stores, nation-wide.
photo: Loop and TerraCycle
photo: Loop and TerraCycle

102 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE RETURN ON THE GO UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE RETURN ON THE GO | 103
TRENDS
Smart systems: Packaging is tagged with individual IDs, allowing
businesses to follow stock, control deposit payouts, and obtain user
MODEL EXPLAINED insights (e.g. CupClub p. 107, Muuse, HELPFUL).
Return
Turn-key solutions: Reusable packaging and infrastructure is offered
as a ‘service’, removing the need for a brand or retailer to be responsible
for the reuse system. For example, a ‘reuse as a service’ business might
handle the reuse system on behalf of a restaurant or café, offering the
on the go
items required for food delivery (cups, containers, etc.) and then taking
care of the washing, collection, and redistribution (e.g. Globelet, Ozzi).
Shared infrastructure: Return locations, collection, and cleaning

infrastructure are shared between businesses, lowering the system cost
while ensuring drop-off is convenient and seamless for a user (e.g.
MMP jars p. 104, Conscious Container).
Low footprint reusable packaging: Packaging design and

production are optimised to reduce upfront cost and resource use
while maintaining utility and durability (e.g. Bockatech, Circolution
deepdive p. 105).
WHERE TO START
Scaled examples of return-on-the-go for beverage packaging can be
found across almost all continents, meaning beverages are a good place
Users purchase a product in a to start. There is also considerable precedence for return-on-the-go
working for products consumed on-the-go, such as takeaway food.
reusable container and return the WHAT GOOD LOOKS LIKE
packaging at a store or drop-off Shared design: Standardising the packaging design and establishing
a common reverse logistics process can help to make reuse affordable
and feasible for the whole value chain. For example, if beverage bottles
point after use. The packaging is were interchangeable to some degree across brands and/or entire
product categories (for example, water, soda, juice), system costs
either cleaned where it is returned would likely be lower as storage, transport, sorting, and washing can be
optimised (e.g. MMP jars p. 104, Coca-Cola’s Universal Bottle p. 106).
(e.g. at a retail site) or a business Customer engagement: Brand loyalty along with higher return rates
or service-provider takes care of can be promoted in various ways. For example, by deploying deposit/
reward schemes (e.g. Coca-Cola’s Universal Bottle p. 106, Fresh
the cleaning and redistribution of Bowl) or penalising users for non-return (e.g. VYTAL p. 96). A high
return rate can also be stimulated by making it as easy and seamless as
the packaging. possible to return empty packaging, for example, by ensuring there is a
high density of easy-access return points (e.g. Globelet, Vessel).
RETHINK PACKAGING & BUSINESS MODEL | SCALED | GERMANY | DRY FOOD, TINNED/JARRED
DEEPDIVE
Bananeira, Unverpackt WHAT WOULD IT TAKE TO SCALE REUSE SYSTEMS IN GERMANY?

According to Circolution,* scaling reusable packaging to all food segments is possible if
für Alle, Fairfood: Shared

the industry works together to close key gaps. Circolution envisions a modular packaging
system with various modules such as trays, cups, or boxes in many sizes. These could work
for different product segments and would be optimised for transportation in crates/pallets,
reuse system for jars

designed to minimise food waste and be easily washable.
To move towards this future system, Circolution has identified the following as key steps:
CASE STUDIES
MMP glass jars are a historical reuse system, traditionally used Co-creation of a standard for reusable packaging: A standard would allow environmental
and economic efficiency, while also creating alignment on how brand differentiation can be
for yoghurts by several major dairy companies in Germany. achieved (for example, differentiation through labels, colours, material choice). The standard
Today, innovators Bananeira, Unverpackt für Alle, and Fairfood should regulate the relevant elements of the system, such as ensuring packaging is nestable
are tapping into the existing infrastructure of glass reuse and and stackable, ensuring that secondary packaging is unified, and ensuring primary packaging
has a unique identifier. Learnings from the German reuse system for glass bottles and MMP
using the MMP jars for dry and unchilled wet products. Products
jars have shown that standardised packaging can be optimised to reduce purchase costs and
are primarily sold at organic stores and users can return the reduce the effort required for sorting and reverse logistics.
empty jars through a network of reverse vending machines at
supermarkets. Wholesalers redistribute the jars to food producers, Development of additional convenient return infrastructure: Interviews with retail reuse
experts have shown that the higher weight of reusable packaging is a significant barrier to
who are responsible for cleaning. customers deciding to use it, and is one of the reasons why the nationwide share of reusable
glass bottles has declined (according to the German Federal Environmental Agency (UBA),
the share has declined from about 66% to 40% in the last 15 years). This is why Circolution
BUSINESS BENEFITS
envisions an innovation drive to develop new, convenient return options for on-the-go,
Optimised operations: As jars and return-from-home, and return-from-office scenarios.
secondary crates are standardised, empty
jars can be used by any participating food Investment in regional, shared sorting and washing infrastructure: In the German system
producer, which optimises operations for today, cleaning is done by producers at proprietary filling sites. However, to lower the
entry barrier to reuse (especially for smaller producers), and optimise both economic and
sorting and transportation.
environmental efficiency, regional, shared infrastructure should be developed. As the cleaning
requirements (for example, chemicals, temperature, time, and pressure) vary significantly
Cost savings: Although brands need to from category to category, reusable packaging should be sorted prior to the washing
pay a fee to use the infrastructure (for process.
reverse logistics and for the cleaning of
IT integration for automation and traceability: In the German system today, the reverse
jars) they still experience cost savings
vending machines, as well as the processes for sorting and washing, are to some degree
compared to a single-use alternative. automated, but there are also extensive manual tasks associated with the reuse process.
At the same time, there is little information about the loss rate of packaging, especially
ENVIRONMENTAL BENEFITS on MMP jars. If packaging were traced, and suppliers and retailers adhered to the same
Waste prevention: MMP glass jars are data standards, the packaging pool could be managed better, manual processes could be
reduced and financial and environmental costs could be decreased throughout the value
on average reused 15 times before they
chain. Putting in place the required IT infrastructure would also support the development of
get recycled. additional services, such as automated deposit reimbursement, pick-up from home and/or
office, and precise environmental footprint assessments.
INNOVATION STATUS:
*Circolution is a system development company that, together
Scale: Bananeira sells products in the with industry partners, has co-created a vision for scaling
MMP jars in over 150 shops and Fairfood reusable packaging to all product categories in Germany.
The team has analysed barriers, enablers, and gaps that need
in over 200 shops across Germany. They to be closed for the new system to emerge and is currently
building a collaborative ecosystem.
are currently looking into expanding
photo: Circolution
to more shops, offering other product
categories and introducing additional
standardised sizes.
photos: Bananeira, Unverpackt für alle, Fairfood Freiburg

RETHINK PACKAGING & BUSINESS MODEL | SCALED | LATIN AMERICA | BEVERAGES RETHINK BUSINESS MODEL | START-UP | USA, UK | TAKEAWAY FOOD AND BEVERAGES
Universal Bottle from CupClub: Returnable

The Coca Cola Company: packaging service for
A shared design for brands and retailers
multiple brands
CASE STUDIES
A reuse system for on-the-go food and beverages. CupClub provides

standardised, white-label food and beverage packaging with built in
A reusable PET bottle which is standardised across multiple soda digital traceability to brands and retailers. CupClub then manages the
brands in Latin America, introduced by Coca-Cola in 2018. Users system of collection (through a network of drop-off points), washing
return empty bottles to retailers who store them and then give and redistribution, working with brands to make reuse a seamless
them back to Coca-Cola upon delivery of a new order. Coca- experience for users.
Cola takes the multi-branded mix of bottles back to a bottling
facility where paper labels are washed off and bottles are cleaned, BUSINESS BENEFITS reusable cup loss rate.22 As of March 2020,
Convenience: No need for users to the CupClub system has saved 11 tonnes of
refilled, and rebranded with a fresh label.
carry and wash their own reusable CO2 compared to a single-use system.
packaging and no need for brands and
Carbon emissions: Greenhouse gas retailers to take care of washing, making INNOVATION STATUS
emissions can be reduced by up to 47% it a convenient system for both. The Investment: CupClub have raised a total
compared to single-use PET bottles, integrated app system enables users to of USD 800,000 in pre-seed funding as of
taking into account bottle production, easily locate drop-off points. June 2020.
increased transport, and water use during
washing.20 Data: Each cup has an in-built digital ID Scale: CupClub went from 45,000 completed
which enables it to be tracked throughout orders in 2018 to 305,000 completed orders
Water use: Even with washing factored the reuse system. This makes it easier to in 2019 with revenues seeing a 465%
in, the reuse model reduces water use by evaluate performance, gather return rates, increase over that time period. CupClub is in
photo: Latam Returnable Agile Project Team 2018 - Coca-Cola 45% compared to single-use PET bottles, manage stock inventory, and measure the process of launching a to-go system for
because the major water footprint comes impact metrics, etc. CupClub reports a
BUSINESS BENEFITS home delivery.
from the production of new bottles.21 95% return rate for retail brands and a 99%
Brand loyalty: Customers pay indirect
deposits on bottles by receiving a return rate for food service brands. Partnerships: CupClub has established
INNOVATION STATUS
discount on their next purchase when a consortium of international brands
Scale: The universal bottle initiative is Optimised operations: The shape of the
they return an empty bottle to a store. The including Starbucks, McDonald’s, Coca-Cola,
part of a greater strategy for Coca-Cola cups are standardised across all vendors,
reward system ensures a high return rate Yum! Brands, Nestlé, Wendy’s, Baxter Storey,
Latin America to increase the share of and the containers are not branded,
of above 90% and has driven a 15% higher John Lewis & Partners and Compass Group,
reusable packaging (both glass and PET). increasing the efficiency of the system
likelihood of repurchase compared to with operations set to expand to a further
As of 2020, reusable bottles (glass and and making it a commercially attractive
single-use formats. 330 brands in 2021–2022.
PET) represent 27% of sales and were model for retailers and brands. Read more
the fastest growing packaging format in
Optimised operations: Creating a
2018 and 2019. The universal PET bottle is ENVIRONMENTAL BENEFITS
universal bottle design across all brands
being piloted in South Africa and in 2020 Waste prevention: As of March 2020,
simplifies logistics and reduces stock
Coca-Cola will launch a universal design CupClub has completed a total of 400,000
space. This has allowed new retail
of the reusable glass bottle as well. orders using a stock of just 10,000 items,
channels to accept reuse models.
amounting to a total of approximately
Investment: Coca-Cola Latin America 7 tonnes of waste eliminated.
has invested more than USD 500 million
Waste prevention: Avoids the
in expanding the reuse infrastructure Carbon emissions: An independent life
production of 1.8 billion single-use bottles
(bottle cleaning, labelling, refilling) to cycle assessment showed a 50% reduction
in Latin America per year.
accommodate the universal bottle. in carbon emissions compared to single-
Read more
use paper cups, even if assuming a 10%
photo: CupClub
See p. 170 for the story behind the universal bottle initiative.
108 | UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE BUSINESS TO BUSINESS UPSTREAM INNOVATION | THE THREE STRATEGIES | REUSE BUSINESS TO BUSINESS | 109
TRENDS
Standardisation
Packaging format and infrastructure requirements are standardised
MODEL EXPLAINED across the system. Most B2B reuse systems currently working at scale
Business-
have some level of standardisation (e.g. Swedish Return System
p. 113, IFCO crates).
Turn-key solutions
Reusable B2B packaging and infrastructure is offered as a ‘service’,
to-business
removing the need for businesses (such as brands and retailers) to
be responsible for the reuse system. There are many scaled ‘reuse-
as-a-service’ providers in the B2B space (e.g. Swedish Return System
p. 113, CHEP p. 114, SoluPlastic) and the market is predicted to
B2B
continue to grow (even with the impacts of Covid-19 considered).23
Smart systems
Packaging is individually tagged, enabling tracking of goods
throughout the supply chain and optimisation of logistics
(MIWA p. 88, CHEP p. 114).
WHERE TO START
To establish opportunities for B2B reuse, identify where single-use
B2B transport packaging is currently used in B2B applications (both
internally and externally) and get an overview of transport and
logistics patterns.
As reuse already exists at scale for B2B (for pallets, crates, foldable
boxes, pails, drums, and various alternatives to flexible pallet wraps),
Reusable packaging moves between businesses it might not be necessary to start from scratch. Explore whether turn-
only. Different models exist and range from an key solutions exist for any of the identified opportunities.
individual company reusing their own transport WHAT GOOD LOOKS LIKE
packaging to industry-wide reuse systems (which Shared design: The vision of a global reuse system for B2B transport
is based on standardised and modularised reusable containers, using
are based on interconnected operators managing an open network across industry, with pooled assets and protocols
a shared set of standardised reusable packaging). and real-time tracking of location and status.24 This has the power
to unlock considerable business and environmental value. As an
example, the standardised, trackable shipping container has been
Often, moving towards the latter comes with credited as being the single-largest driver of globalisation. Before the
system-wide benefits, for example, reducing use of the first shipping containers in 1956, it cost USD 5.86 and took
almost an hour to load 1 tonne of cargo. Introducing the container
material and fuel consumption. Many companies instantly cut the cost to USD 0.16 per tonne and, by 1970, 30 tonnes of
have already succeeded in innovating upstream to cargo could be loaded per hour.
create viable B2B reuse models, demonstrating the

scalability and benefits of reusable packaging in
B2B operations.
RETHINK PACKAGING | SCALED | USA | B2B TRANSPORT RETHINK BUSINESS MODEL | START-UP | USA | B2B TRANSPORT
REUSA-WRAPS: Return Bars from Returnity

Reusable pallet wrap and Happy Returns:
Reusable pallet wrap made from sturdy, breathable mesh
material secured with straps (solid material versions also
Drop-off points using
reusable packaging
CASE STUDIES
available). The wrap is easily strapped around a loaded pallet

and can be used both for delivery operations and storage at
distribution centres. A reusable packaging system for returning items to e-commerce
retailers. Happy Returns’ Return Bar network (physical locations
BUSINESS BENEFITS Superior packaging: The reusable where items can be dropped-off) allows shoppers to exchange
Cost savings: Estimated to cut pallet wraps are breathable and can be and return e-commerce items without printing, packaging, or
wrapping costs by up to 40% and designed with a range of custom
functionalities including document
person-to-person contact. All items are then bulk-shipped inside
typically pays for itself in less than a year.
The cost savings are achieved through pockets, fire retardancy, insulation, RFID Returnity’s reusable boxes to Happy Returns’ regional Return Hubs,
reductions in material usage (reusable tags, and locks. Compared to single-use where they are sorted and returned to the original retailer. The
wraps eliminate single-use pallet wrap), pallet wrap, the reusable solution makes it reusable packaging is then returned to the Return Bars in bulk.
product damage (unlike single-use wrap, easier to remove one item from the pallet
the reusable wraps can’t be overtightened), at a time and then re-secure. BUSINESS BENEFITS
and packing times (reusable wraps are Cost savings: Businesses who use Happy
easier to use and more ergonomic). ENVIRONMENTAL BENEFITS Returns’ full solution of return software
For example, one beer distributor saves Waste prevention: Each wrap lasts and reverse logistics with Returnity’s
approximately USD 75,000 per year using approximately three years with regular reusable packaging save an average
REUSA-WRAPS cart covers. use and can eliminate an estimated of 20% on shipping costs. Businesses
450 kg of single-use pallet wrap during save money by aggregating items in
its lifetime. For example, a small Returnity’s reusable containers and
wholesale produce distributor reports shipping them in bulk (instead of one at
preventing the use of 45 tonnes of single- a time) with the company’s low carrier
use pallet wrap per year through using rates. Happy Returns guarantees 10%
REUSA-WRAPS. savings for a business in the first year
compared to using single-use packaging.
INNOVATION STATUS
Scale: Used by companies such as Convenience A user is refunded
Toyota, MillerCoors, Anheuser-Busch,
Solutions
immediately, and the box-free, label-free,

Ashley Furniture, and Martin Brower. and contact-free experience takes under
The reusable wraps have been sold to
S-Reusable Logistics
60 seconds to complete. photo: Happy Returns

businesses globally.
Read more
Optimised operations: Designed to tonnes for every 1 million returns.25 The
stack on top of each other efficiently, the calculation takes into account that in the
containers minimise space requirements standard model, some items would be
photo: REUSA-WRAP
during transportation. returned in the box they were received

in and some items would be posted in a
ENVIRONMENTAL BENEFITS new cardboard box.
Carbon emissions: By replacing
individual cardboard box postage with INNOVATION STATUS
reusable, stackable packaging, that is Scale: There are over 700 Return Bars
shipped in bulk, Happy Returns estimates within the USA, with approximately
that businesses using this system can, on 15,000 Returnity boxes in use.
average, reduce carbon emissions by 54 Happy Returns Read more Returnity Read More
RETHINK BUSINESS MODEL | SCALED | SWEDEN | B2B TRANSPORT
Swedish Return System:

Industry-wide shared
B2B packaging
CASE STUDIES
A shared system of reusable crates and pallets for B2B between

wholesalers and retailers, powered by Swedish Return System,
which manages take-back, quality control, washing, and
redistribution. Customers pay a user fee and deposit for crates
and half-sized pallets, and a daily rent and user fee for full-sized
pallets. The system replaces single-use crates and pallets, which
are otherwise commonplace.
Superior packaging: Crates are vented,
do not attract moisture, and protect
primary packaging — reducing product
damage during transport. For example,
broken eggs are reduced by up to 75%
when using the reusable crates.
Waste prevention: The system prevents
an estimated 50,000 tonnes of transport
packaging waste annually.
Carbon emissions: Reusable crates

reduce greenhouse gas emissions by
78% compared to disposable cardboard
packaging.26
photo: Svenska Retursystem AB
photo: Svenska Retursystem AB
Recyclability: Crates have a lifetime of

BUSINESS BENEFITS 15 years. When worn out, the crates are DEEPDIVE
Optimised operations: Standardised recycled and used in the production of
design means producers and retailers new crates. DEVELOPING A COLLABORATIVE MODEL FOR B2B REUSE
know the exact measurements of crates
and can calibrate packing INNOVATION STATUS Swedish Return System is a great example of how an industry-led collaboration
systems accordingly. Scale: In 2019, orders delivered in can be a successful vehicle for driving the transition to a circular economy.
Swedish Return System was established in 1997 and replaced a fragmented,
reusable crates and pallets exceeded
inefficient model, which relied on single-use packaging and featured little or no
Cost saving: The pallets weigh 10 kg less 150 million and 8 million, respectively. collaboration between retailers. It came as a result of a project to implement a
than wooden pallets, lowering transport There are more than 1,500 participating reusable packaging solution across the food and grocery supply chain, led by
costs and increasing ease of handling. businesses. the Trade Association for Grocery of Sweden (SvDH) and the Swedish Food and
The filled crates are placed directly on the Drinks Retailers Association (DLF).
shelves, saving time by eliminating the Investment: The deposit on the units is
need to unpack food products and then placed in a sustainable fund which was Today, Swedish Return System operates as a business-driven Extended Producer
handle the waste — an average sized store launched in 2016 through a collaboration Responsibility (EPR) model jointly owned by SvDH (50%) and DLF (50%). More
than 1,500 businesses in Sweden are part of Swedish Return System, which means
with a reuse system saves 160 working between Danske Bank and Swedish
that in total 50% of all fresh produce is delivered in reusable crates in Sweden.
hours per year compared to single-use Return System. The fund has since grown
systems. in popularity among other investors.
Read more
RETHINK BUSINESS MODEL | SCALED | GLOBAL | B2B TRANSPORT
CHEP a Brambles company:

Cross-industry B2B
packaging platform
CASE STUDIES
A global B2B supply chain logistics ‘share-and-reuse’

system of tertiary and secondary packaging.
BUSINESS BENEFITS ENVIRONMENTAL BENEFITS
Optimised operations: CHEP’s standard Waste prevention: CHEP products have
sizes for crates and pallets have set an an extended product life to reduce waste.
industry standard and enable simplified For example, a CHEP wooden pallet will
and optimised logistics. last up to ten times longer than a standard
wooden pallet equivalent, meaning CHEP
Cost savings: CHEP’s network scale and uses three times less wood and generates
visibility allows it to reduce transport one-quarter of the waste compared
distances and cut costs for businesses to non-reuse systems. In 2019, use of
through facilitating efficient and Bramble’s platforms prevented the need
collaborative solutions. Using the CHEP to log 1.7 million trees.
platform also reduces capital expenditure
for businesses and makes it easier to Carbon emissions: The CHEP system
meet seasonal peaks and troughs in minimises transport distances compared
packaging demand without needing to to systems that are not collaborative
pay for storage and ownership of buffer across industry. This can halve CO2
stock. Overall cost savings compared to emissions. In 2019, use of Bramble’s
single-use alternatives can range from platforms prevented 2 million tonnes of
10% to 70%. CO2 from being generated.27
Superior packaging: The reusable INNOVATION STATUS

pallets and crates are of higher quality Scale: For over 60 years, CHEP has
than single-use alternatives. This operated share and reuse systems in
reduces product damage and improves practice, in various supply chains. CHEP
production line efficiency. now operates in 60 countries with 750
service centres and 510,000 delivery
Data: By using its end-to-end supply points. In Europe alone, CHEP issues
chain solutions and digital technology, more than 330 million pallets, containers,
CHEP can enhance customer’s visibility and crates.
of their supply chain so they can make
more informed decisions. Partnerships: Through launching
the Zero Waste World collaboration
programme, Brambles has committed to
applying its proven know-how of running
reusable packaging models to help
prevent waste beyond its core activities.
Read more
photo: CHEP A Brambles Company

Material
circulation:
The three
routes for
plastic
be designed so that its material can be
circulated at end-of-use.
When it comes
to material
circulation, such
as recycling,
upstream
packaging design
efforts have been
!
estimated to be
as important
as downstream
infrastructure
efforts
28
120 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION UPSTREAM INNOVATION FAQs | 121
Material “ What we Material circulation refers to keeping the material

a packaging is made from (and, when relevant, the
mean by nutrients from leftover food it contains) in circulation in
Circulation:
the economy via recycling or composting.31
‘material
To note: Material circulation differs from reuse. For reuse,
circulation’” the intact packaging is circulated through washing and
It starts upstream refilling. For material circulation, the packaging is broken

down through recycling or composting and the material
is circulated.
When packaging (both reusable and single-

use) can no longer serve its function, the
material should be circulated through “ Maintaining In general, the more intact a material can stay while
being circulated, the more desirable it is from a circular
recycling or composting. material economy perspective as more embedded energy and
labour is preserved. For example, as a rule of thumb,
While such processes involve numerous downstream elements, value” retaining the shape of the packaging (e.g. through reuse)
(such as collection, sorting, etc.), upstream innovation (such as is more desirable than grinding up the packaging (e.g.
material selection and packaging design) is key to ensuring the through mechanical recycling) which, in turn, is more
technical, practical, and economic viability of the system. desirable than breaking the packaging down into basic
chemical components.
As a specific example, it is estimated that removing colour from
the ~138,000 tonnes of coloured PET bottles sold in six Southeast
Asian countries29 could result in an extra ~18,000 tonnes of
PET bottles collected every year, even without any changes to
collection infrastructure.30
?
122 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | 123
The three
routes for
plastic material
circulation
RECYCLING
PLASTICS Materials can be circulated through a technical

RECYCLING process ‘recycling’ or through a biological process
SUBSTITUTION ‘composting’ (and for some materials, anaerobic
TO A NON-PLASTIC MATERIAL
digestion).
COMPOSTING
PLASTICS
COMPOSTING Looking at material circulation through the lens of plastic packaging, this means
there are three main routes to consider: (1) choosing a plastic type (e.g. PET) and
packaging design that can be circulated through a recycling route; (2) choosing
a plastic type (e.g. PHA) and packaging design that can be circulated through a
composting route; or (3) choosing to substitute to a different, non-plastic material
(e.g. paper) and designing that material for recycling or composting.
PLASTICS RECYCLING
Plastic packaging is broken down (mechanically or chemically)
and the resulting materials are used to make new products (this
excludes energy recovery and the use of the material as a fuel).*
PLASTICS COMPOSTING
Plastic packaging is decomposed in a home or industrial
composting facility, producing biomass, water, and CO2.*
MATERIAL AND SYSTEM SELECTION
To select the option that will give the best overall outcome when choosing SUBSTITUTION
between the different material circulation routes, it is important to take a Plastic packaging is replaced with non-plastic packaging
systems perspective. This includes considering a variety of factors relating to (for example paper or aluminium), and designed for recycling
the performance of the packaging material — before-use, in-use, and after- or composting.
use. Further guidance on approaching material selection (as well as strategy
selection) is provided on p. 180.
*These are ‘user-friendly’ interpretations of the official New Plastics Economy definitions for
recycling and composting. For the technical and exact definitions, as based on ISO standards,
see the Global Commitment definitions.
124 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION PLASTICS RECYCLING UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION PLASTICS RECYCLING | 125
Plastics
Product or delivery model changes: Changes to the product (e.g.
JOI p. 130) or delivery model (e.g. reuse model, MIWA and Nestlé’s
refill partnership p. 88) allow recyclable packaging to be used.
Reduced packaging complexity: Packaging portfolios are
recycling
streamlined and packaging designs simplified to improve
recyclability. For example, certain plastic types are eliminated (e.g.
L’Oréal’s elimination of PVC p. 133; Danone’s elimination of PS
p. 133), colourants are removed (e.g. Nestlé Professional’s MAGGI®
p. 132, Coca-Cola’s clear Sprite bottle p. 134) and material
combinations are reduced (e.g. Colgate’s HDPE toothpaste tube
p. 131, Amcor’s AmLite).
Recycled content:32 Packaging is made from recycled content,

helping to drive demand for recyclable packaging that can provide
the recycled plastic (e.g. Waitrose’s Evolve range p. 135, Danone’s
Aqua Life p. 63)
Supply chain involvement: Collection for recycling is shifted to

an earlier point in the supply chain (e.g. shifted from B2C to B2B) to
ensure a much higher collection rate and cleaner material stream for
recycling (e.g. Surfdome’s Plastic Cutback initiative p. 136).
Plastic packaging is broken down

(mechanically or chemically) and the WHERE TO START
Before delving into designing individual packaging items for
resulting materials are used to make recycling, it can be helpful to assess what broad changes can be
implemented across an entire packaging portfolio that will rapidly
new products (this excludes energy improve recyclability — for example, moving away from plastic types
or packaging formats that don’t have a recycling stream towards
recovery and the use of the material those that do. Opportunities might also exist for eliminating certain
formats completely (see the elimination section on p. 37).
as a fuel). Upstream innovation is

crucial in facilitating recycling and
goes hand-in-hand with developing
downstream collection and
recycling infrastructure.
126 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | PLASTICS RECYCLING UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | PLASTICS RECYCLING | 127
" Recycling is Broadly, recycling methods fall into two categories:

" When is A systems perspective should be taken when it comes to
light-weighting packaging. The process of light-weighting
recycling... MECHANICAL RECYCLING
Operations that circulate plastics via mechanical
light- has achieved considerable material savings in the past few
decades and will continue to be a way to improve efficiency
processes (grinding, washing, separating, drying, weighting of individual packaging products (e.g. Nestlé Professional’s
re-granulating, compounding), without significantly MAGGI® p. 132).
changing the chemical structure of the material. appropriate?”
However, the light-weighting trend (particularly the
CHEMICAL RECYCLING evolution towards more complex, multi-material formats
Operations that break down plastics into their chemical to reduce the overall weight of the packaging) can have
components, which are then used to produce a new undesirable consequences at a systems level. If the cost
material. and difficulty of collecting and recycling the packaging
becomes too high compared to the revenues achieved from
recycling the packing, it might not get recycled or even
collected and overall system outcomes might be worse.
…as long as it Recycling explicitly excludes processes that do not
reprocess materials back into materials but instead into
is recycling” fuels or energy (in accordance with ISO definitions).
?
Packaging or a packaging component can be considered
" When can I recyclable if its successful post-consumer collection,
consider my sorting, and recycling is proven to work in practice and
at scale.
packaging
The suggested test and threshold to assess if the
recyclable?*” recyclability of a packaging design is proven ‘in practice
and at scale’ is: does that packaging achieve a 30% post-
consumer recycling rate in multiple regions, collectively
representing at least 400 million inhabitants? A possible
alternative, especially relevant for more local players, is to
check if a 30% post-consumer recycling rate is achieved in
all the markets where the packaging is sold (this ‘market’
can be any size, for example, it could be a specific stadium
or event, or a country).
* This is in the context of the New Plastics Economy Global Commitment. See Global
Commitment definitions for further details.
WHAT GOOD LOOKS LIKE Rethink the packaging, including material, additives, format,
Identifying opportunities: When talking about design for recycling, components, etc., to enable the packaging to be recycled in
people often immediately think about technical design guidelines and practice and at scale. Recycling associations — such as APR, PRE,
tools — all helpful for rethinking the packaging. But there are many EPBP, RECOUP, and others — provide technical, geographically
more opportunities to design for recycling. Try to move beyond just relevant, guidance to help you do this. Retailers also often have
rethinking the packaging design or materials, and also explore product their own design guidelines that are provided to suppliers. General
and system redesign. guidance includes (see trends as well):
Rethink the system to facilitate packaging recyclability. • Replace packaging materials commonly identified as problematic (e.g.
For example: PVC, PS, EPS) with packaging materials for which a dedicated recycling
stream exists (in practice and at scale)
• Reduce the time between production and point-of-sale. This can • Move away from multi-material packaging
ensure freshness without having to use complex (often less recyclable) • Use packaging features (for example, closures, labels, and zip
packaging (e.g. Kecipir p. 55, Infarm p. 68). seals) that are compatible with the target recycling stream
• As much as possible, limit the use of dyes, pigments, and inks
• Remove and collect packaging before the product arrives at a user. This • Use additives that are compatible with the recycling system and
can help to ensure a much higher collection rate and cleaner material are non-toxic
stream for recycling as the material is never mixed with other materials
and the responsibility of collecting for recycling stays with the business,
rather than the user (e.g. Surfdome’s Plastic Cutback initiative p. 136).
DEEPDIVE
• Change to a reuse-return model — the benefits of which are often
overlooked when it comes to facilitating recycling. Firstly, return INCLUDING THE KNOWLEDGE OF WASTE PICKERS IN THE PACKAGING DESIGN PROCESS
models can allow rigid, recyclable packaging to be used in place of
hard-to-recycle packaging (e.g. Enviu’s Koinpack, Abel & Cole’s Club In many parts of the world, waste pickers play a crucial role in the recycling system.
Zero p. 98). Secondly, once packaging that is part of a return model Despite this, their expertise and knowledge is rarely included in the packaging design
becomes unfit for reuse, it can easily be aggregated and sent as a clean process. Starting to do so is an important step towards understanding how to improve
material stream for recycling (rather than being mixed with other the environmental, economic, and social aspects of the system overall.
materials in a household recycling bin as a single-use item would) (e.g.
Swedish Return System p. 112, Bockatech in partnership with Borealis). TriCiclos, a South American circular economy engineering consultancy, actively
recognises the importance of including waste pickers in their consortium of experts.
Rethink the product to change packaging requirements and, in Using their Recyclability Index methodology, TriCiclos Brazil helps clients identify design
turn, packaging recyclability. changes that will improve the local recyclability of their packaging. A key aspect of the
For example: methodology is understanding the local recycling value chain through conversations with
waste picker cooperatives (arguably the stakeholders with the most knowledge about
• Consider whether the specified shelf-life requirements might be longer collection on the ground in Brazil, with more than 800,000 waste pickers collectively
than necessary (as this affects the complexity and hence recyclability of moving 90% of the country’s recyclable material). Waste picker cooperatives are also
the packaging that needs to be used). engaged as representatives at the workshops TriCiclos hosts to present the results of
the Recyclability Index methodology to clients. Here, they are invited to share their
• Formulate hard-to-package products differently, for example, redesign perspectives on how upstream decisions directly impact their income generation.
toothpaste so that it comes in a tablet form (e.g. Bite Toothpaste Bits)
and can be sold in a recyclable container, rather than a non-recyclable, The consultation of waste pickers by TriCiclos has helped numerous companies improve
multi-material tube. the environmental and social impact of their packaging — guiding them to design
packaging that has a higher likelihood of being collected (both in the formal and the
informal waste sector), which in turn has a positive social impact on the stakeholders that
are dependent on selling the recyclable materials.
RETHINK PRODUCT | START-UP | USA | BEVERAGES
JOI: Recyclable nut

milk packaging
Concentrated nut paste for making nut milk and other
CASE STUDIES
products at home. Shifting from a liquid product to a solid

product has changed the packaging requirements (e.g.
barrier requirements) which now allows recyclable tubs to
be used as well as allowing for more servings per container,
reducing the overall amount of packaging needed.
BUSINESS BENEFITS also be used to make a much broader

Convenience: JOI does not require range of food items, such as sauces, soups,
refrigeration in concentrate form, which and ice cream.
therefore reduces both cupboard and
refrigerator space requirements. The JOI ENVIRONMENTAL BENEFITS
website also offers a subscription service Waste prevention: One JOI tub
for convenient nut milk replenishment eliminates seven cartons; one pail
and eliminates the need to carry bulky, eliminates 60 cartons. JOI also allows
heavy cartons from store to home (for a user to make the desired quantity of nut
both individuals and wholesale/business milk on demand, avoiding food wastage.
customers).
Recyclability: JOI can use mono-material
Competitive pricing: Prices are on par rigid packaging, which has a higher
with mass-produced cartoned plant milk chance of being recycled than common
products. multi-material alternatives used to photo: JOI
package nut milks.

Better products: By moving towards a DEEPDIVE
concentrated format, all additives and Carbon emissions: Reduces greenhouse
preservatives can be avoided, leading to a gas emissions associated with HOW TO MOVE AWAY FROM MULTI-MATERIAL FORMATS
higher quality, better product and hence transportation due to its reduction in
the name JOI (Just One Ingredient). The weight and storage space. For example, Moving away from multi-material formats can be achieved in different ways.
natural oils and low moisture content one truckload of JOI is equivalent to five There are examples of:
in the single ingredient (almonds or truckloads of plant-based milk in cartons.
cashews) give the concentrate a shelf life Rethinking the packaging: Colgate-Palmolive have developed a new toothpaste tube
of up to 18 months, even after opening, INNOVATION STATUS
production technology which allows toothpaste tubes to be made primarily from a
which exceeds many other Scale: JOI was founded in 2015, launched
single material (HDPE), replacing current multi-material tubes.
nut milk products. its first product to wholesale in 2018, and
its first e-commerce product in 2019.
Multiple flavours have been introduced Rethinking the product: JOI (above) sells a concentrated paste for making nut
Customisation: For nut milk, users can
adjust the product to make their desired with plans to further expand product lines. milk, which can be packaged in a single-material container. Bite Toothpaste Bits has
concentration and sweetness. JOI can Read more
developed solid toothpaste tablets which can be sold in a single-material jar.
Rethinking the system: Reuse models, such as that offered by MIWA (p. 88), allow
single-material, reusable packaging (recyclable at end-of-life) to be used for items that
might otherwise be sold in multi-material packaging (e.g. coffee).
RETHINK PACKAGING | SCALED | EUROPE | DRY FOOD, FRESH FOOD
MAGGI® from Nestlé:

Elimination of DEEPDIVE
colourants USING RECYCLED POLYPROPYLENE

CASE STUDIES
In 2019, the ice cream brand

Elimination of colourants for MAGGI® containers from Magnum (from Unilever) became
Nestlé Professional (the out-of-home business of Nestlé) the first brand to use recycled
increases the value of the packaging for recycling. Resizing polypropylene plastic in ice cream
of the packaging also delivers a 33% weight reduction tubs. Over 7 million tubs made
enabling supply chain optimisation. from recycled plastic will be rolled
photo: Unilever
out across Europe in 2020 and
ENVIRONMENTAL BENEFITS economics of recycling with white and by the end of 2020, Magnum will
Recyclability: The container is made transparent recycled plastic normally use an estimated 160,000 kg of
from rigid white polypropylene (PP). fetching a higher price than mixed certified recycled plastic material.
Nestlé is currently performing a test in colour recyclate.
Germany with caterers to collect and
recycle the containers into new Other: A lighter container, i.e. 33% weight
packaging. All components of the reduction, is equivalent to a reduction of
container (tub, lid, label) are made from more than 130 tonnes of plastic per year.
PP and the new design has an improved DEEPDIVE
tamper function that stays on the pack INNOVATION STATUS
after opening. Both of these changes Scale: Commercially rolled out in MOVING OUT OF COMMONLY IDENTIFIED
make it easier for the whole container early 2020 in Europe with a total of PROBLEMATIC PLASTIC PACKAGING MATERIALS
to be recycled as one and reduce the approximately 3.5 million containers.
likelihood of small-format pieces ending Geographical expansion is underway. Elimination of the most commonly identified problematic plastic packaging
up in the environment. Additionally, Read more materials is currently happening at scale and is being driven by businesses and
removal of colourants improves the governments.33 Two of the materials in focus are polyvinyl chloride (PVC) and
polystyrene (PS). 83% of Global Commitment signatories with PVC in their portfolio
and 71% with PS in their portfolio report they have eliminated, or plan to eliminate,
PVC and PS respectively.
For PVC, L’Oréal is among one of the signatories that has already successfully
eliminated it. In 2011, when they started the effort, L’Oréal used approximately 2,260
tonnes annually. Through upstream innovation, L’Oréal managed to completely
move away from PVC for all packaging by 2018, while ensuring technical and
economic requirements could be met using other materials.
For PS, Danone is an example of a company that has set elimination targets,
targeting zero PS in their dairy and plant-based brands in Europe by 2024 and
worldwide by 2025. Achieving this will mean the removal of more than 100,000
photo: Nestlé
tonnes of PS from packaging.
Other materials commonly eliminated include EPS and carbon black.34

RETHINK PACKAGING | ROLL-OUT | EUROPE, SOUTHEAST ASIA | BEVERAGES RETHINK PACKAGING | SCALED | UK | FRESH FOOD
Sprite bottle from The Evolve from Waitrose &

Coca-Cola Company: Partners: Multi-coloured
From green to clear recycled trays
CASE STUDIES
Sprite — the soda brand — is transitioning away from Ready meal trays made from recycled PET bottles and trays. The
their iconic green bottle to a clear bottle to improve its ready meal trays are a different colour each batch, depending on
value during recycling. the colour of recycled material available. This is as opposed to using
ENVIRONMENTAL BENEFITS virgin material for the trays or colouring them black.
Recyclability: Improves the economics
of recycling. In Southeast Asia, clear PET BUSINESS BENEFITS ENVIRONMENTAL BENEFITS
bottles sell for an average of USD 84 per Brand reputation: Part of a wider Recyclability: Eliminates approximately
tonne more than coloured bottles (a 35% ambition to remove unrecyclable 500 tonnes of hard-to-recycle black
increase).35 materials and reduce single-use plastic plastic material per year.
by 20% by the end of 2021, in line with the
Recycled content: Recycled content is attitudes of Waitrose’s customer base. Recycled content: Creates a closed-loop
incorporated into some Sprite bottles. As end market for coloured PET recyclate.
an example, the 500ml Sprite bottles in INNOVATION STATUS Using a variety of colours allows for
the Philippines and Sweden, are made Scale: Most of Waitrose's microwavable greater material sourcing flexibility
from 100% recycled PET (through a and ovenable ready meal range depending on availability of
separate initiative). (excluding Italian at this time) has moved recycled content.
into the Evolve range. Read more
INNOVATION STATUS
Scale: The transition to clear PET is
well underway in Western Europe,
Asia–Pacific, and South Africa. In Asia,
photo: The Coca-Cola Company
the transition started in the Philippines

in 2019, and then expanded across
Singapore, Malaysia, and Brunei in 2020;
Thailand, Indonesia, and Vietnam are due
to be completed in the first half of 2021.
Read more
photo: Waitrose & Partners

RETHINK BUSINESS MODEL | PILOT | UK | CLOTHING RETHINK PACKAGING | PILOT | EUROPE | ALL SECTORS
Plastic Cutback initiative HolyGrail: Digital

from Surfdome and Watermarks Initiative
Patagonia: Aggregating Incorporation of imperceptible watermarks into the artwork or
surface of packaging effectively encoding the full surface of the
material for recycling
CASE STUDIES
package. The watermarks can be detected by standard high-

resolution cameras, enabling higher efficiencies throughout the
An e-commerce packaging model involving the removal of supply chain, including better sorting after-use (both at material
clear plastic bags from clothing items before they are shipped recovery facilities (MRFs) and at recyclers). This can contribute to
to the end user. This enables Patagonia and Surfdome to achieving higher-quality recycling.
ensure the packaging film is recycled. The clear plastic bags
are made from recycled material and used for protection BUSINESS BENEFITS economics, but also provide granular data
Convenience: Improves inventory on packaging material flows, e.g.sorting
during B2B transport of Patagonia items.
management at retailers and warehouses and recycling/reuse/composting rates.
and reduces checkout times
estimated 60 kg being collected for
in supermarkets. INNOVATION STATUS
recycling. Although the material collected
Scale: Proof-of-concept achieved in an
within this model enters the open
Data: Enables data gathering as well R&D sorting facility (TRL 6-7). A semi-
recycling market, there is precedence
as advanced communication and industrial trial, with numerous packaging
for the material being recycled back
engagement with users through a digital formats, is set to take place in 2021,
into bags.
product interface (e.g. the watermark followed by industrial trials in test markets.
can be used to provide digital anti-
Recycled content: Patagonia’s clear
counterfeit, and how to use or how to Partnerships: The HolyGrail consortium,
plastic bags are made from 100%
recycle information when scanned). established in 2017, has grown to 85+
recycled content, helping to close the
partners under the Digital Watermarks
material loop.
Superior packaging: Presents a possible Initiative HolyGrail 2.0, facilitated by AIM
alternative to traditional linear barcodes — the European Brands Association.
INNOVATION STATUS
or QR codes which take up printing space AIM Read more BBC Read more
Scale: A three-month pilot, aimed at
photo: Internet Fusion Group
on a product.
establishing the processes and systems
BUSINESS BENEFITS for roll-out, was successfully completed
Brand reputation: Over packaging during the first half of 2020 and included
Waste prevention: Enables advanced
in e-commerce is poorly perceived by 6,000 items. Off the back of this,
sorting of packaging such as food-grade
users. This operational solution takes Surfdome's parent group, Internet Fusion
vs non-food grade or reusable vs
the problem of disposing of plastic films group, will look into how to offer the
recyclable vs compostable. This not only
out of the hands of a user. service to the 800 brands it carries. For
has the potential to improve recycling
Patagonia, the benefit was to learn how
ENVIRONMENTAL BENEFITS this might be applied within its owned
ble
Recyclability: Allows Surfdome to and operated distribution.
photos: Procter & Gam

aggregate the film as a clean, single
material stream that they can then Partnerships: The details of the trial will
ensure is recycled. This is not possible if be shared with the European Outdoor
the material ends up in the household, Group, an association representing the
as films most often are not collected European outdoor industry, who are
as a part of curbside recycling. Over coordinating a single-use plastic project
a three-month trial period, 6,000 and looking into a similar initiative with
Patagonia items had their plastic over 30 brands and retailers.
packaging removed, resulting in an Read more
What the customer sees What the camera sees
138 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION PLASTICS COMPOSTING UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION PLASTICS COMPOSTING | 139
MODEL EXPLAINED
Plastics TRENDS
Using compostable packaging to improve the value of compost:
Applications that commonly end up contaminating the organic
waste stream are redesigned to be fully compostable (e.g. Teabags
composting
and Fruit stickers p. 146) and compostable packaging is used
to facilitate the collection of food waste (e.g. food waste
collection bags).
Dedicated systems to capture compostable materials:

Compostable plastic packaging is introduced to the market as part
of a dedicated (often closed) system within a specific region, which
includes appropriate collection and processing infrastructure for
compostable materials (this includes food and organics)
(e.g. BioPak’s collection service p. 144, Vegware and Paper Round’s
collaboration p. 147).
WHERE TO START
Plastic packaging is decomposed A good place to start when identifying opportunities for compostable
plastics is to consider applications in which they can help to create a
in a home or industrial composting more effective system overall. Three broad categories that currently
could make sense are:
facility, producing biomass, water, • In applications that facilitate the collection and composting of
and CO2. While compostable plastics

36 organic materials thus helping to return nutrients to the soil (such as
tea bags or organic waste collection bags).
are not a blanket solution (see further • In a closed system (for example, an event or stadium) if reuse is not
an option.
details within the chapter), if well
• In applications that are frequently found contaminating organic
thought through, and used in the right waste streams (such as stickers on fruit and vegetables).
applications, compostable plastic

packaging can fit in a circular economy.
140 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION PLASTICS COMPOSTING UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | PLASTICS COMPOSTING | 141

To ensure a composting strategy is successful and supports a transition
towards a circular economy, it is recommended to consider the
following: " Bioplastic, Use the term compostable rather than biodegradable
when applicable:
Sourcing: Aim to use renewable materials from responsibly managed
biodegradable,
sources so that the composting process returns carbon to the atmosphere compostable, ‘Compostable’, in the context of plastic, is a precisely
that was captured during the material’s production (and does not create bio-based — defined term. It means that an item can break down into
carbon dioxide, water, and biomass within a specific
a system dependent on the continuous input of finite resources as this is confused?” time frame and under specific, controlled conditions.
not a long-term solution).
‘Industrially compostable’ and ‘home compostable’ are
Identification: To ensure that compostable plastics end up in subsets of the term, for which internationally recognised
the appropriate (organic) waste stream, use and support clear and standards have been developed.
standardised ways for users to easily identify packaging as compostable.
‘Biodegradable’, on the other hand, is not defined as such.
Beyond certification logos, one example could be the adoption of a
It indicates that a material is able to be broken down into
specific colour palette or marking pattern for compostable materials. To
carbon dioxide, water, and biomass by the natural action
avoid confusion, it can also help to follow an ‘all-or-nothing’ approach:
of microorganisms — but the term by itself does not define
how quickly this process will occur, or a specific set of
• For closed systems (i.e. use is within a specific event/location), this
conditions that are required.
would ideally mean using only compostable plastics or no compostable
plastics in a given application. For example, all food packaging in a sports
Avoid using the term ‘Bioplastic’:
stadium would be compostable.
The term bioplastic should be avoided as it is a general
term that can refer to materials that are either bio-based
• For open systems (i.e. use is not within a specific event/location), this
(related to how the material is sourced — wholly or partly
would ideally mean converting every item of the same packaging
from biomass), biodegradable (related to whether a
format/application to a compostable plastic, even across businesses. For
material can be broken down into carbon dioxide, water,
example, if compostable plastic films are introduced to package ‘on-the-
and biomass by the natural action of microorganisms), or
go snacks’ by one company in a specific geography, an ‘all-or-nothing’
both. Because not all bio-based plastics are biodegradable
approach would see the whole industry shift to packaging on-the-go (for example, bio-based PE), and some biodegradable
snacks in compostable plastic film in that geography. plastics are not bio-based (for example, PBAT), the term
bioplastic can be confusing.
Although this is not immediately achievable in practice, it can be useful
to take this system perspective to make composting work in practice and
at scale.
Collection: Support the establishment of dedicated collection systems

for compostable plastics wherever their use is planned. Ideally, these
collection systems are developed in a way that works together with,
and promotes, the collection of food waste. Designing packaging to be
?
industrially compostable in a geography where there are no options to
have it composted in practice is not an effective approach.
Cross-industry alignment: Try to ensure the packaging format

composts in a timeframe that is not only compliant with relevant
composting standards, but aligns with the timeframes expected by the
composting industry within your geography (which may otherwise still
remove your packaging from the composting stream).
142 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | PLASTICS COMPOSTING UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | PLASTICS COMPOSTING | 143
" Compostable Despite there being, for many people, an intuitive INFRASTRUCTURE REQUIREMENTS
attractiveness in compostable plastics, they are not a Simply introducing compostable packaging to the market,
plastics — blanket solution to plastic waste and pollution. does not, by itself, prevent the packaging from becoming
not a blanket ‘waste’ after use — compostable packaging then needs to
solution?" IMPACTS OF LEAKAGE be composted in practice (in the same way that recyclable
Using compostable packaging does not necessarily solve packaging still needs to be recycled in practice).
the environmental impacts of leakage.
Firstly, for many items currently on the market, ‘compostable
Firstly, a packaging being certified as industrially packaging’ often refers to ‘industrially compostable
compostable gives no information about the packaging’s packaging’. This means the packaging has been certified
ability to biodegrade in the natural environment. For compostable under specific conditions and needs to be
example, in one study, PLA and PCL (two industrially collected and composted in an industrial composting facility
compostable plastics) did not show any significant (see ‘when can I consider my packaging compostable’
breakdown in saltwater or freshwater conditions over the below). In most countries, the required systems do not yet
course of one year.37 exist at scale. Although this is expected to change over time,
as facilities are built to process food and organic waste, if/
Secondly, even for packaging classed as home compostable when appropriate facilities do exist, there are still certain
(meaning it will compost under milder conditions than issues that need to be addressed in order to develop a
those of an industrial composter) biodegradation in various successful compostable plastics strategy (for details of these
natural environments can be slow and unpredictable.38, 39 considerations, see ‘what good looks like’ p. 140).
Therefore, even if expected to persist in the environment for
a shorter period of time than conventional plastics, caution Secondly, even for home compostable materials, collection
still needs to be taken when considering the potential and centralised composting can still be necessary as there
impact of their leakage from collection systems.40 are many areas, for example, urban areas, where composting
at home may not be possible.
LOSS OF MATERIAL VALUE
A composting process breaks the packaging down into CO2, The above points do not mean compostable plastics should
water, and biomass —
meaning the material then needs to not be used at all. They mean that, like any material, the
be remade from scratch (i.e. virgin feedstock). pros and cons of compostable plastics should be carefully
evaluated before use. Currently, compostable packaging
In general, the more intact a material can stay whilst can typically provide most value in specific, targeted
being circulated, the more desirable it is from a circular applications. Three broad categories that could currently
economy perspective — as more embedded energy and make sense are listed under ‘where to start’ (p. 139). At the
labour is preserved. This means that, for many packaging same time, a lot of innovation is ongoing that could open up
applications, composting is not the most attractive material new opportunities. The relevance of different categories may
circulation route. change as new materials and certifications are developed,
and will also vary depending on geographical context and
However, returning biological nutrients to the soil is also existing infrastructure.
crucial in a circular economy and composting can play a
vital role in capturing and circulating nutrients from food " When can I Packaging or a packaging component can be considered
waste. Although compostable plastics themselves contain industrially compostable if it is compliant with relevant
consider my
?
low amounts of valuable nutrients, one group of packaging international compostability standards such ISO 18606,
applications for which composting could make sense packaging EN13432, ASTM D-6400 and AS4736 and if its
are those that can help to return nutrients from organic
materials to the soil (for example, in applications such as tea
compostable?*" successful post-consumer collection, sorting, and
composting is proven to work in practice and at scale.**
bags or organic waste collection bags).
For home compostability, these standards are adapted
by national certification programmes (for example TÜV
Austria).41
* This is in context of the New Plastics Economy Global Commitment. See Global Commitment definitions for further details.
**The suggested test and threshold to assess if the compostability of a packaging is proven to work ‘in practice and at scale’ is: does that packaging
achieve a 30% post-consumer composting rate in multiple regions, collectively representing at least 400 million inhabitants? A possible alternative,
especially relevant for more local players, is to check if a 30% post-consumer composting rate is achieved in all the markets where the packaging is sold.
RETHINK PACKAGING & BUSINESS MODEL | SCALE-UP |AUSTRALIA | TAKEAWAY FOOD AND BEVERAGES
BioPak Compost Club:

Creating a system for
compostable plastics
CASE STUDIES
A hyper-local collection and composting service established

by BioPak (the provider of compostable serveware) to
ensure that compostable packaging, food scraps, and
organic material is collected (all in one organic waste bin)
and then composted in practice.
BUSINESS BENEFITS
DEEPDIVE
Brand reputation: To make sure its
compostable serveware was designed
BUILDING MOMENTUM FOR THE
to be part of a circular economy, BioPak COLLECTION OF ORGANIC WASTE
created the system to ensure that
packaging and, importantly, the food BioPak’s collection service is a
scraps it contains do end up welcome option for the many
being composted. businesses located in areas where
food organic (FO) collection is not
ENVIRONMENTAL BENEFITS currently facilitated by the local
Compostability: Since launching in 2017, authority. In Australia, the food
the service has diverted in excess of 1,500 service industry sends 900,000
tonnes of compostable packaging and tonnes of organic waste to landfill
food scraps from landfill and created every year. The compost service
105,000 bags of compost. presents an opportunity to
recover this material, along with
INNOVATION STATUS the 14,000 tonnes of compostable
Scale: The collection service has been packaging BioPak supplies
rolled out in Australia and New Zealand nationally. BioPak has partnered
with broad accessibility. Over 200 with the Australian Organic
businesses currently use the service to Recycling Association (AORA) and
compost their food waste and packaging. is working collaboratively with
Read more waste management industries and
local governments to increase
access to composting infrastructure
and scale the operations. As this
initiative has gained momentum
in the last 12 months, a number of
councils have started offering FO
collections that include certified
compostable packaging.
photo: BioPak
RETHINK PACKAGING | ROLL-OUT | UK | BEVERAGES RETHINK PACKAGING & BUSINESS MODEL | SCALE-UP | UK | TAKEAWAY FOOD AND BEVERAGES
Yorkshire Tea from Bettys

and Taylors Group: Using Vegware and Paper
compostable tea bags Round: Creating
a system for
Replacement of non-compostable tea bags with paper/PLA
tea bags for the entire Yorkshire Tea brand range (one of the
CASE STUDIES
most purchased tea brands in the UK). As of June 2020, the

new material is used in 20% of UK Yorkshire Tea bags.
Read more compostable plastics
Vegware, a compostable packaging manufacturer, launched a
partnership with Paper Round, a waste management company,
in mid-2020 to ensure compostable materials are collected
RETHINK PACKAGING | ROLL-OUT | UK | BEVERAGES
and composted. They offer a full service of both setting up and
monitoring the implementation of compostable materials to
PG tips from Unilever: ensure a best practice system, as well as handling the collection
Using compostable and hauling to an in-vessel composting facility, where it is
transformed into compost in a seven-week cycle.
tea bags
First major tea brand switching to a plant-based, INNOVATION STATUS
compostable material derived from corn starch for their tea Scale: Early stages of the service roll-out
bags. The brand has also started the removal of the plastic took place across London, Brighton, and
overwrap from the box.. Sussex in mid-2020, after a successful
photo: Unilever
Read more 12-month pilot across a dozen sites

in London. The service complements
Vegware’s existing focus on producer
responsibility with current services
including a ‘Close the Loop’ composting
collection in parts of the UK and a policy of
RETHINK PACKAGING | ROLL-OUT | NEW ZEALAND | FRESH FOOD encouraging sites to implement a bring-
back scheme to capture used Vegware
Bostock: Using takeaways.

Read more
compostable fruit labels

Compostable stickers used for apples by New Zealand’s
largest organic apple grower.
Read more
photo: Vegware
148 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION SUBSTITUTION UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION SUBSTITUTION | 149
TRENDS
• Paper-based films: Plastic films are substituted for paper films
(sometimes combined with a polymer or wax that is compatible
MODEL EXPLAINED with the paper recycling stream) (e.g. Mondi and Fiorini International’s
Substitution
collaboration p. 151, Waitrose’s plant and flower wrapping, Nestlé’s
Yes! bar).
• Paper-based transport packaging: Plastic packaging used to provide
to a non-plastic
protection during transport (such as EPS) is replaced by a paper-based
alternative (e.g. Flexi-Hex p. 153, TemperPack’s ClimaCell p. 152).
• Paper-based versions of non-recyclable, small-format plastic
material
items: Small-format plastic packaging that is currently considered
non-recyclable (such as six-pack rings or sachets) is replaced by paper
alternatives (e.g. Graphic Packaging International’s KeelClip™
p. 156, Everdrop p. 82).
WHERE TO START
A good place to start is to understand if substitution can help in
addressing currently non-recyclable plastic packaging formats. One
approach is to identify a list of plastic packaging formats that are
currently not considered recyclable in practice and at scale and then
assess for which ones substitution might be technically viable, not
generate negative unintended consequences, and be an easier way to
achieve recycling or composting in practice and at scale (compared to
redesigning the plastic packaging). See the ‘Trends’ section (above) for
A plastic packaging material is formats and applications in which this may currently be the case.
replaced with a non-plastic packaging Also, keep in mind that opportunities might exist for eliminating
certain formats completely (see the elimination section on p. 37).
material (for example, paper or WHAT GOOD LOOKS LIKE
aluminium), which is then designed Structured approach: Approach substitution from a structured
and systemic perspective. (See 'Asking the right questions' from p. 161
for recycling or composting. Through for initial guidance).
upstream innovation, there is the System infrastructure and packaging design: Before substituting
from plastic to another material, consider whether systems are in place
opportunity to rethink what the most for the circulation of the alternative material (i.e. in practice and at scale
recycling or composting) and ensure that the packaging is designed to
appropriate packaging material is for a

fit within the targeted system (see p. 126 and p. 143 for more details).
Identification: To support appropriate disposal, ensure that packaging

given application in order to achieve a made from a material alternative to plastic is clearly distinguishable
from its plastic counterpart (for example, plastic films and paper films
better systemic outcome. can sometimes look similar).
150 | UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION | SUBSTITUTION UPSTREAM INNOVATION | THE THREE STRATEGIES | MATERIAL CIRCULATION SUBSTITUTION | 151
RETHINK PACKAGING | SCALE-UP | ITALY | DRY FOOD
" Should No. It is not inherently more or less ‘circular’ to use

one type of packaging material versus another. Rather
Mondi and Fiorini
substitution
be my only
than being a property of a packaging material, whether
packaging is suitable for a circular economy is dictated
by the wider system and is case-specific. For example,
International
plastics whether one packaging material is preferred over another
collaboration: Paper-
CASE STUDY
can be influenced by transport distances, material
strategy?”
based pasta packaging
availability, and the presence of collection systems in a
specific geography or for a specific packaging format.
So, in some cases, plastic might be the most appropriate
material and, in some cases, it might not.
Paper-based packaging with a paper-based window for pasta.
The decision to substitute away from plastics needs to take A joint collaboration between packaging producers Mondi and
system, as well as case-specific, considerations into account. Fiorini International led to the development of the innovative
On p. 180, guidance is provided to help you do this. packaging. The solution has enabled pasta producer Girolomoni to
replace their non-recyclable flexible plastic packaging with paper
packaging, while maintaining a view to the product.
BUSINESS BENEFITS
Superior packaging: Fiorini
International was looking for a paper
" Can I call my When substituting from plastic to another material, it is
still important to consider whether the new material is
packaging to offer to its customers that
would set it apart from the competition.
non-plastic recyclable/compostable in practice and at scale, not just The development of the paper window
packaging in theory. Similar guidance as for plastic packaging can be
used (see p. 126 and p. 143).
means customers get a view of the
product — something that is normally
recyclable/ not possible with all paper packaging.
compostable?” ENVIRONMENTAL BENEFITS
Recyclability: 100% recyclable — which
is currently not the case for the flexible
plastic packaging often used for pasta
— and compatible with waste paper
recycling streams, even in countries with
the highest recycling requirements.
?
Renewable sourcing: FSC certified.
INNOVATION STATUS
Scale: The paper-based pasta packaging
photo: Mondi
is used by Girolomoni in three pasta
lines. The packaging has also now been
adapted for rice, and is used by Vignola,
an Italian rice mill.
Read more
RETHINK PACKAGING | SCALE-UP | USA | FRESH FOOD, HEALTHCARE RETHINK PACKAGING | SCALE-UP | GLOBAL | B2B TRANSPORT, E-COMMERCE TRANSPORT
ClimaCell from TemperPack: Flexi-Hex: Protective

Insulated packaging transport packaging
Plant-based insulation for perishable shipments, with comparable Honeycomb-design, flexible cardboard packaging that provides
temperature control performance to expanded polystyrene foam protection to products during transport. It is an alternative to
CASE STUDIES
(EPS), as well as being made from a renewable material and fully bubble packaging and foamed materials.
compatible with paper recycling streams. Current use cases
include meal-kit deliveries and pharmaceutical shipments, for BUSINESS BENEFITS Brand reputation: Flexi-Hex reduces
Cost savings: High-performance the amount of non-recyclable protective
which temperature controlled deliveries are a key requirement. packaging a user receives with
design reduces breakages compared
to traditional packaging and means e-commerce deliveries.
BUSINESS BENEFITS Recyclability: Fully recyclable through
the minimal amount of packaging can
Cost savings: ClimaCell packaging kerbside cardboard recycling collection. ENVIRONMENTAL BENEFITS
be used, for example, Tarquin’s Gin
insulation comes as a two-piece flat- ClimaCell liners comply with OCC-E Recyclability: Fully recyclable with the
only have a 0.22% breakage rate using
packed set, reducing transportation and repulpability standards and carry the paper recycling stream.
Flexi-Hex (calculated on a postal test of
storage logistics prior to use. “widely recyclable” Paper Insert
16,500 units) and Tinkture Rose Gin have
designation from How2Recycle. Compostability: Fully compostable.
reduced their breakage rate from 5% to 0%
ENVIRONMENTAL BENEFITS using Flexi-Hex. In its compressed form,
Waste prevention: Since 2018, Renewable sourcing: 95% of the weight Recycled content: Made from 100%
it takes up very little storage space and
TemperPack’s customers have diverted 22 of the ClimaCell packaging solution, recycled paper pulp.
the flexibility of the shape and structure
million plastic foam coolers from landfills including the liners and corrugated
allows it to fit and adapt to different sizes
by using ClimaCell, rather than EPS. shipping box, consists of plant-based, INNOVATION STATUS
and shapes of products. This reduces
renewable paper and starch. Scale: Used by Europe’s largest
time during the packaging process — for
Carbon emissions: TemperPack example, a surfboard company was able action sports retailer, Surfdome, as
estimates that ClimaCell reduces carbon INNOVATION STATUS well as drinks companies Bombay
to reduce its packaging time from
emissions by an average of 65% compared Scale: TemperPack sells to over 100 Sapphire, Mentzendorff, Atelier Nash,
20 minutes to 2 minutes per board.
to EPS.* customers from two manufacturing and Tarquins Gin.
facilities. Existing clients include Hello Read more
Fresh, New England Biolabs, UPS
Healthcare, and Illumina.
Ltd
ex
Investment: Raised USD 31 million in xi-H
Fle
hoto:
p
a Series C funding round in July 2020,
bringing total funding raised to more than
USD 75 million.
Partnerships: In early 2020, TemperPack

entered into a partnership with DS Smith
to market and sell jointly developed
packaging solutions incorporating
the ClimaCell technology, throughout
Europe. TemperPack is backed by Closed
Loop Fund and is a member of ISRI and
photo: TemperPack
the How2Recycle program.

Read more
* Methodology incorporates the relative weights and material inputs of ClimaCell and EPS, and is based on
information from LCA databases, utility companies, and government agencies.
RETHINK PACKAGING | SCALED | GLOBAL | E-COMMERCE TRANSPORT RETHINK PACKAGING | ROLL-OUT | USA | E-COMMERCE TRANSPORT
HexcelWrap from Hexcel’ope from HexcelPack,

HexcelPack, LLC: Paper- LLC: Protective mailer
based fragile wrap Padded mailer made from 100% paper. An alternative to traditional
plastic bubble-lined mailers and can replace small boxes.
CASE STUDIES
Bubble packaging alternative made from 100%

paper. Seals without tape, simplifying and BUSINESS BENEFITS INNOVATION STATUS
optimising the wrapping process. Cost savings: While the mailer itself is Partnerships: HexcelPack, LLC has
more expensive than traditional mailers, joined forces with Intertape Polymer
BUSINESS BENEFITS ENVIRONMENTAL BENEFITS the overall return for the customer in Group as primary licensee to manufacture
Cost savings: HexcelWrap optimises Recyclability: HexcelWrap is fully damage reductions, elimination of small the Hexcel’ope under their Curby
operations, resulting in overall savings compatible with the kerbside paper boxes, and void fill is expected to net an (curbside recyclable) line of products. The
for the user. It is shipped and sold in a recycling stream. overall return for companies using product is expected to be available on the
compact unexpanded roll which reduces the Hexcel’ope. market in Q3 2020.
storage space by up to 80% prior to use INNOVATION STATUS Read more
and its superior protection properties Scale: There are more than 12,000 ENVIRONMENTAL BENEFITS
mean that less wrapping material can be HexcelWrap dispensers in over ten Recyclability: Hexcel’ope is made
used, reducing box size (and therefore countries. The product is distributed by using one material — paper — which
shipment volume), while still delivering some of the world’s largest packaging makes it compatible with the paper
effective product protection. providers, including DS Smith, and is recycling stream.
used by leading brands.
Read more
LLC.
xcelPack,
photo: He
photo: HexcelPack, LLC.

RETHINK PACKAGING | SCALE-UP | EUROPE | BEVERAGES RETHINK PACKAGING | PILOT | USA | BEVERAGES
KeelClip™ from Graphic Moulded pulp rings

from PepsiCo
photo: PepsiCo
Packaging International:
Cardboard beverage packaging
CASE STUDIES
Cardboard packaging solution that replaces shrink film and RETHINK PACKAGING | PILOT | MEXICO | BEVERAGES
plastic rings used for multi-pack beverage cans. Works on all can
diameters and heights, offering optimum scalability without the Moulded pulp rings from
need for additional end-of-line packaging equipment.
Corona (AB InBev)
BUSINESS BENEFITS all its can multi-packs in the EU and
Superior packaging: KeelClip™ covers Coca-Cola European Partners will do
photo: ABI
the top of the cans completely and the same by the end of 2022. The tops of
keeps them clean while retaining the the cans also being covered allows for
convenience and branding opportunities direct palletisation, reducing the need for
offered by shrink-wrap packaging. Also, secondary packaging and maintaining
KeelClip™ allows one can to be removed hygiene standards from factory
at a time, remaining portable until the to household. RETHINK PACKAGING | PROTOTYPE | GLOBAL | BEVERAGES
very last can is removed.
INNOVATION STATUS
Carbon emissions: Reduces carbon
emissions compared to the plastic
GreenClip and TopClip
Scale: Between 2020 and 2021, Coca-Cola alternatives. As an example, roll-out of from Smurfit Kappa:
photo: Smurfit Kappa

European Partners and Coca-Cola HBC the KeelClip™ by Coca-Cola HBC across
will transition to KeelClip™ in selected Europe will save 3,000 tonnes of Cardboard beverage
markets across Europe for standard,
sleek, and slim cans. AB InBev is leading
CO2 annually.
packaging
the transition in the beer sector, with Recyclability: Fully kerbside recyclable.
Cardboard packaging solution for bundling canned and
the product released to the market in
bottled beverages.
September 2020. Compostability: Fully compostable.
Investment: Coca-Cola HBC will BUSINESS BENEFITS

Other: An ‘Eco+’ version using less
invest EUR 15 million in the roll-out of Superior packaging: The GreenClip uses a corrugated alternative
material is also in development and will
KeelClip™ across Europe. Coca-Cola to bundle cans but also easily facilitates the sale of single units.
run over the same packaging machine.
European Partners have invested EUR The TopClip replaces shrink-wrap packaging, fully covering the
Read more
14 million to install a new can line and top of the cans to keep them clean and provide
KeelClip™ packaging machine branding opportunities.
in The Netherlands.
ENVIRONMENTAL BENEFITS Carbon emissions: Smurfit Kappa reports that greenhouse
Waste prevention: Through gas emissions for TopClip are 30% lower than a plastic stretch-
the introduction of the KeelClip™, wrap equivalent.
Coca-Cola HBC forecast that 250
tonnes of plastic will be saved in Recyclability: Fully recyclable.
Ireland alone and Coca-Cola European Compostability: Fully compostable.
Partners forecasts that 350 tonnes of
plastic will be saved in The Netherlands. INNOVATION STATUS
By the end of 2021, Coca-Cola HBC Partnerships: Smurfit Kappa is co-operating with KHS, a large
will have removed shrink wrap from automation supplier, to offer a full turn-key solution to customers.
photo: Graphic Packaging International
Read more
3
PART THREE
MAKING IT
HAPPEN
This section introduces five key
ingredients that underpin successful
upstream innovation efforts, and
provides guidance on making
upstream decisions.
160 | UPSTREAM INNOVATION | MAKING IT HAPPEN UPSTREAM INNOVATION | MAKING IT HAPPEN | 161
With the upstream ...it’s time to

innovation mindset take action.
and circular In this part of the book, guidance is provided to support
economy strategies
your implementation journey.
Setting up for success:
established, and
None of the upstream innovation examples presented in this
book will have followed exactly the same process of ideation,
development, and implementation. Yet across the many
cases, common traits can be identified that contributed to the
a wide range of successful innovation process. In this section, a perspective

on these five key ingredients for success is presented and then
exemplified through the stories of different companies that are
examples to take
taking action.
Asking the right questions:
inspiration from...
Going through the upstream innovation process requires a
structured approach to decide on a strategy, and then design the
solution appropriately. In this section, guidance is provided to
help you identify the right questions to ask during your decision
making phase.
? !
Setting up for success
164 | UPSTREAM INNOVATION | MAKING IT HAPPEN | SETTING UP FOR SUCCESS UPSTREAM INNOVATION | MAKING IT HAPPEN | SETTING UP FOR SUCCESS | 165
SETTING UP FOR SUCCESS
Innovation processes Each company, innovator, innovation lab, and innovation

consultancy will have their own unique way of pursuing
are often messy,

innovation, but in many cases it will — by nature — resemble
a funnel.
unpredictable, and This is because — through research, testing, iteration, and

refinement — a successful innovation process needs to
transition from broad vision, high uncertainty, and many
full of detours — loose ideas into clarity, focus, and one single solution.
sufficient and
Many great frameworks already exist to help visualise and
structure this innovation process (for example, the Double
Diamond Framework and the Agile Innovation Framework),
sustained support is so here we do not aim to recreate what these frameworks

already do very well. Instead, we focus on the five key
ingredients that are required to both set the process up for
crucial for success. success and support the innovation process along the way.
The Process of Design Squiggle

by Damien Newman
thedesignsquiggle.com
Five key
Through in-depth interviews and extensive engagement
with businesses, we have identified five key ingredients
that support a successful upstream innovation process
in the corporate setting. It is not necessary for all key
ingredients ingredients to be present all the time, but the presence

of at least a few does appear to mean the innovation
process is more likely to be successful.
1 2 3 4 5
COMPANY-WIDE VISION INTRAPRENEURIAL EXTERNAL BREAKING PATIENT
AND TARGETS CULTURE INPUT SILOS CAPITAL
Publicly communicating To succeed with upstream Some aspects of upstream An effective team is a key Upstream innovation can
a long-term vision innovation, organisations innovation can fall outside ingredient for making involve the development of
(such as by signing the need internal change agents the comfort zone of even any innovation process fundamentally new materials,
Global Commitment or — intrapreneurs — with ideas very large companies. A key successful. For upstream processes, technologies,
joining a Plastic Pact) and that push the boundaries, ingredient to success for many action in particular, a cross- business models, and more.
communicating the senior and who see ways to create companies has been to bring functional team is essential These types of innovation
leadership buy-in that better products or reach in complementary assets, as rethinking the packaging, take time and immediate
follows from that, plays a new markets, even when resources, skills, and expertise product, and business model success is rare. A well-funded
vital role in creating the it conflicts with existing when required. Companies often involves many different innovation process with room
enabling conditions for business priorities. Companies can bring in such expertise by teams or business units in an to fail, and patience for return
upstream innovation within pioneering upstream establishing partnerships with organisation. Businesses who on investment, is therefore
an organisation. In addition, innovation support a culture start-ups, hiring consultancies are successful in upstream crucial to be successful.
targets set at CEO level need of intrapreneurship by, for to fill internal knowledge innovation actively seek to Patient capital can come in
to trickle down and become example, allocating time for gaps, or getting feedback from break organisational silos, for many forms — including
core objectives for individuals employees to work on projects NGOs. example, by setting up a core the allocation of internal
and departments. One way of personal interest, or hosting team of internal champions funding, external investment
businesses can achieve development programmes who are responsible for into impact funds, research
this is through internal and competitions to securing business-wide buy- and development grants,
communication and education support and accelerate idea in, as well as capturing and or human resources — but
about a company’s long-term generation. sharing learnings. common to all, is patience and
vision and by translating the the understanding that truly
high-level targets into tangible transformative innovation
key performance indicators for takes time.
each department.
THE STORY BEHIND EXTERNAL INPUT

Creating several access points INNOVATION PROCESS TOOL:
AN IN-HOUSE INNOVATION
Upstream momentum
for externals
Partnerships with start-ups such as PLATFORM
MIWA and Loop are examples of Nestlé's Nestlé’s InGenius platform drives
in Nestlé efforts to welcome good ideas from

outside the organisation. Several access
an employee innovation process
that takes crowdsourced winning
points have been created for external ideas from concept to pilot within
The development of innovative alternative delivery systems, such as bulk stakeholders to engage in the development six months. The team uses design
thinking techniques, user research,
CASE STUDIES
reuse and refill options, are a key focus area for Nestlé across several and implementation of breakthrough
packaging ideas. For example, the and rapid prototyping to validate
product categories. For example, the company was one of the first joiners
the idea and test the solution with
on the Loop platform (p. 100) with a double-walled Häagen-Dazs ice Nestlé Institute of Packaging Sciences
real users. The employee who
collaborates with suppliers, research
cream container (see photo right) that has now become an iconic example pitched the idea is positioned as
institutes, and start-ups to discover
of reusable packaging with increased functionality. Also, Nestlé is actively the start-up CEO and an agile team
and develop ‘environmentally friendly
exploring what next generation refill systems could look like, among is created around them to advance
packaging solutions’, while the Nestlé
the concept via sprints, all in under
others, through a partnership with the start-up MIWA to pilot tech- R&D Accelerator provides access to
eight weeks. An investor round
powered refill systems for Néscafe and pet food (p. 88). Nestlé's R&D expertise and infrastructure with Nestlé’s senior executives
(including access to shared labs, kitchens, engages the start-up CEO in a live
COMPANY-WIDE VISION AND TARGETS innovation under the mindset of ‘learning bench-scale and pilot-scale equipment) for pitch and Q&A session where seed
Continuously raising the organisation’s fast and failing smartly’) — both based in external as well as internal teams. funding is available to develop viable
ambition level to guide upstream Lausanne, Switzerland. These initiatives, prototypes, as well as embark on full-
innovation efforts in addition to others, have made it easier scale pilot tests.
In 2018, Nestlé joined the Global and quicker for internal champions
Commitment and with that set quantitative and external start-ups to get funding or Learn more on ingenius.nestle.com.
targets, such as making 100% of its expertise behind upstream innovation
packaging recyclable or reusable by initiatives — for example, joining Loop
2025. The announcement helped build (p. 100) and developing bulk dispensing
an internal vision for packaging and models with MIWA (p. 88).
created a demand for innovation across
all Nestlé product categories. In January INTRAPRENEURIAL CULTURE
2020, Nestlé raised the ambition level by An employee innovation culture
setting a target to reduce the use of virgin supported by crowdsourcing
plastic by one-third by 2025. Nestlé has Through various initiatives, Nestlé has
also explicitly included reference to the been encouraging and directly investing in
company’s commitment to developing a creating an intrapreneurial culture across
circular economy in its Corporate Business the organisation. One of these initiatives
Principles (mandatory principles for is InGenius, Nestlé’s Global Employee
all employees). Innovation Accelerator. InGenius consists
of a crowdsourcing platform, that helps
PATIENT CAPITAL employees collaborate and grow ideas
Earmarked funding for upstream into tangible business opportunities (see
innovation to shorten timelines innovation process tool to right). More
Nestlé has established a CHF 250 million than 62,000 Nestlé employees from 108
photo: Loop
sustainable packaging venture fund to countries have generated 6,400 new ideas
invest in companies that focus on this and submitted over 92,000 votes. Today,
area. Additionally, Nestlé has invested in many of Nestlé’s upstream innovation
in-house research with the creation of efforts have their roots in internal pitching
the Nestlé Institute of Packaging Sciences events where one or several internal
(an institute dedicated to packaging champions have presented their vision,
innovation) and an R&D Accelerator (a mix demonstrated a consumer-validated
of internal and external teams working on prototype, and gained support to deliver
their innovation.
THE STORY BEHIND The agile team had senior representatives EXTERNAL INPUT
from marketing, finance, commercial, Investing in consultants to support
Coca-Cola’s
quality and technical areas, which helped the process
to get a fast buy-in from the wider One of the key ingredients to succeeding
organisation during the innovation process. in the innovation process of the universal
universal bottle Also, a key to success for the speedy

bottle was the investment in external
consultants who were specialised in agile
innovation process was involving the methodology (see innovation process tool
Coca-Cola is currently expanding delivery of soft drinks in refillable PET bottlers from the outset. In fact, the CEO of below) and could help guide and facilitate
CASE STUDIES
bottles with a universal design (p. 106). The initiative evolved from an Coca-Cola FEMSA, Coca-Cola’s largest the core team in the process.
intensive, ten-month innovation process undertaken by a dedicated cross- independent bottler, sponsored this
functional team in Latin America. The team had one task: Come up with a innovation challenge on refill together with Also, Coca-Cola benefitted from partnering
the Latin America Coca-Cola president. with NGOs at the final stage of the
solution that can make refill packaging formats more efficient. In less than a
Having FEMSA representing all Latin innovation process to get an external
year, the universal bottle was in operation in many markets in Latin America American regional bottlers throughout the point of view and a validation of the
— it is Coca-Cola’s fastest growing packaging format and is being scaled to process made it possible to understand solution. In Brazil, for example, the NGO
other continents. and integrate their needs and was key to TriCiclos carried out an independent LCA
ultimately getting the bottlers to invest in and has been giving input and feedback
COMPANY-WIDE VISION AND TARGETS business plan. The innovation process was the new infrastructure for the universal on how to further optimise returnable
Setting a growth expectation for triggered by a USD 25 million investment bottle. packaging systems.
upstream innovation and the team members were taken off
The launch of a company-wide vision of a normal duties for almost ten months to After the launch of the universal bottle in
‘World Without Waste’, along with targets focus on this project only. The capital and Latin America, a global workstream was INNOVATION PROCESS TOOL:
set out by the Global Commitment, acted sponsorship from senior management left formed to apply the learnings to other AGILE TECHNOLOGY
as an impetus for Coca-Cola Latin America the team empowered and able to meet in markets. For example, Coca-Cola has The Common Innovation Framework
to invest USD 400 million in updating and person for several months to focus on the created a website where bottlers can get (CIF) has guided innovation processes
scaling up infrastructure for refillable intensive innovation process. information about the opportunity in in Coca-Cola for almost 15 years. The
the universal bottle and read about the goal is to build ideas into screened
bottles. In the past, refillable bottles
experiences and learnings from Latin concepts through a process of five
represented the majority of sales in Latin BREAKING SILOS
America. Recently, South Africa has been stages and gates: 1) Source concepts
America, as they offer an affordable, Blending ideas and experiences from
and ideas, 2) Assess strategic fit and
alternative to single-use packaging, and many markets identified as the next market for roll-out
potential value, 3) Build concept
bring significant environmental benefits, Many of the Latin American markets had and the customer response to the new
statements, 4) Screen with customers
but they had been declining in most already been experimenting with different design is currently being tested. and shoppers, 5) Submit 'winners' at
markets due to operational complexity. The solutions to overcome the operational stages and gates. The screening is
president for Coca-Cola Latin America, complexity of refill glass bottles. For INTRAPRENEURIAL CULTURE an especially important part of the
Alfredo Rivera, saw an opportunity in example, Chile had achieved a 75% market Backbone of structures and procedures process and Coca-Cola uses a variety of
launching an innovation challenge and share of returnables and had seen very to encourage innovation methodologies to recruit and develop
For more than ten years, Coca-Cola has panels to obtain input from them. In
with the investment set a long-term positive results from repeat sales due to
been implementing a venture capital the case of the universal bottle, the
growth expectation for refill formats, which a built-in reward for return. However,
team drew on the agile methodology
helped to ground it in the core business they were struggling operationally as the culture, inspired by the tech giants in
to further guide the innovation process.
strategy. sorting of bottles was problematic and Silicon Valley. Different tools and initiatives
It relies on breaking a big problem
they had therefore already started to think have been tested, such as introducing a into small problems and incrementally
PATIENT CAPITAL about a universal design. At the same time Common Innovation Framework (CIF) to building a solution through two- to
A sponsored and empowered team in Brazil, they had seen a breakthrough guide innovation processes in all markets four-week sprints on each problem
In addition to large investments in in paper-based labelling technology and (initiated in 2006), and recently evaluating statement. Each sprint’s goal is to build
updating and scaling up infrastructure to the upgraded lightweight refillable PET employees on skills such as daring to the most important features first and
bottle. By mixing competencies from take risks and being inclusive of other come out with a minimal viable product
enable refill across Latin America, a team of
perspectives and new ideas. Especially in that can go to market. Key to success
ten people from across the Latin American different business units and countries,
the last two years, the employees in Latin for the agile methodology is having a
markets were selected by the leadership the core team got the opportunity to learn
small multi-functional team that doesn’t
team to drive an innovation process from each other and blend different ideas American markets have been expected and
work on a fixed project plan, but is
on the packaging design for returnable to ultimately optimise the solution of a supported to adopt intrapreneurship, which
dedicated full time during the necessary
refillable bottles and deliver a complete refillable PET bottle with a universal design. helped to create the right environment for sprint periods.
implementing the universal bottle.
THE STORY BEHIND
INNOVATION PROCESS TOOL:
Tesco’s packaging strategy

REAL-LIFE TRIAL AND ERROR OF FRESH IDEAS
Tesco has turned one of their stores near Cambridge into a
dedicated store for trialling ideas to reduce waste — Tesco Bar
Hill. Here, ideas can be rapidly tested and customer response
Since the start of 2018, Tesco, the UK’s largest retailer, has been on a understood in order to develop ideas that can be scaled to support
journey to transform their approach to plastic packaging. The retailer the 4R strategy. Once Tesco identifies/understands how an idea
has now established a successful process for continuous packaging will work best, the idea is rolled out from Bar Hill to all 2,658 UK
stores. This said, it is accepted that some of the ideas tested in Bar
CASE STUDIES
innovation and has dedicated a store to trialling new ideas.

Hill will not be rolled out — the point is to quickly establish what
works and only roll out the best innovations. To feed fresh ideas
COMPANY-WIDE VISION AND TARGETS BREAKING SILOS into the Bar Hill shop in 2019, Tesco gathered 24 graduates from
Communicating intentions, both Cross-functional teams to identify different areas of Tesco’s business. The graduates participated in a
internally and externally opportunities for change ten-day workshop and generated more than 50 initial ideas which
The first phase in Tesco’s upstream From the moment the packaging strategy were developed into 23 defined deliverables that could support the
innovation journey involved setting a was laid out, a cross-functional team 4R strategy, based on volume and scalability. The idea to remove
company-wide packaging vision. This (consisting of technical experts, product multi-pack films (p. 36) was one of the ideas generated in this
was explicitly supported by the Tesco developers, and commercial teams workshop and was first tested in the Bar Hill store before being
Group CEO, Dave Lewis, and clearly working with branded and own-brand rolled out across the UK.
communicated throughout the supply suppliers) has existed to assess every single
chain. For example, in 2018, Tesco piece of packaging in Tesco’s business
communicated to all of their suppliers that and identify opportunities for change.
they intended to ban the hardest-to-recycle The 4R programme is also guided by a
plastics from their products. All packaging steering group of managers from across
materials in the business were then audited, the business and governed by a cross-
and a preferred materials list was provided functional group of directors who meet
(the materials list is now updated as once a month.
required). Removal of the hardest-to-recycle
plastics has now been achieved for all own- Ideas that are developed by these cross-
brand products with work ongoing with functional teams are either directly rolled
branded products. The second phase was out across Tesco’s operations, or, if they
launched in mid-2019, with a 4R strategy require testing, are trialled in a dedicated
developed to govern all packaging design store (see the innovation process tool).
— remove, reduce, reuse, and recycle. At
this time, Tesco also communicated that, EXTERNAL INPUT
starting in 2020, they would assess the Engaging with a broad range of actors
size and suitability of all packaging as part to deliver on the packaging strategy
of their ranging decisions and category Tesco works with a broad range of actors,
reviews — reserving the right not to list a including experts from industry, NGOs
product if they find the packaging to be and charities, to achieve its packaging
excessive or inappropriate. This vision was programme. For example, a partnership
set out by the Tesco Group CEO at four with WWF supports the 4R work on
meetings with over 1,500 suppliers along packaging, Tesco’s Head of Packaging
with a target to remove 1 billion pieces of engages with a number of organisations
packaging by the end of 2020 (See p. 46 through the UK’s Plastics Pact, and Tesco
and p. 48 of this guide for two of the has recently teamed up with Loop (p. 100)
items — multi-pack films and secondary to pilot reuse–return in the UK.
lids — removed as part of this process).
photos: Tesco
THE STORY BEHIND
X, the Moonshot Factory

One of the most iconic contemporary examples of disruptive
innovation is ‘X, The Moonshot Factory’ — the radical innovation
engine behind Alphabet (parent company of Google). While the
innovation scope of X is much broader and quite different from
CASE STUDIES
this book, their approach can serve as inspiration on how to invent

groundbreaking technologies and solutions.
Inspired by iconic innovation laboratories BREAKING SILOS

such as Bell labs and Thomas Edison’s A diverse pool of 'T-shaped'
Menlo Park laboratory, X focuses on entrepreneurs
inventing and developing groundbreaking Rather than establishing large project teams
technologies and solutions. Since its around each effort, X has small project
creation in 2010, X has created all-electric teams that draw on a large pool of highly
delivery drones to reduce carbon emissions skilled people who lend their expertise
and air pollution, drills to bring geothermal to many different projects. To ensure
photo: X, the moonshot factory
power to homes, and storage for renewable maximum innovative capacity, X focuses
energy in giant vats of molten salt. on hiring a diverse group of innovative
INNOVATION PROCESS TOOL:
Ongoing projects include computational and entrepreneurial individuals with deep
PERFECTING THE ART OF KILLING IDEAS
agriculture to explore opportunities to expertise in a given field but who also have
X’s innovation process is organised around a funnelling process that
reduce emissions and waste through the the ability to look at the broader picture and
aims to continuously eliminate ideas that, for technical or economic
food system and the ocean health project work across many different domains —
reasons, will not be able to succeed.
to explore new ways to protect our oceans 'T-shaped' candidates.
while feeding humanity. The first stage is about understanding a project’s biggest risks. Here
INTRAPRENEURIAL CULTURE innovators usually get a few weeks and funding in the order of a few
PATIENT CAPITAL Engaging with a broad range of actors thousands USD. Most ideas do not move forward from this stage.
Merging risky project profiles with to deliver on the packaging strategy
5–10 year project timelines to achieve To avoid having to give up on ideas at very The second stage involves prototype building and modelling (both
truly transformative outcomes late stages, with millions of innovation technical and economic) to understand the biggest obstacles that need
X does not focus on quick, easy, and certain dollars down the drain, X focuses on actively to be overcome for an idea to succeed and whether overcoming these
wins. X explicitly focuses on inventing killing ideas — ideally as early as possible. is possible at all. This stage usually takes a couple of months and only a
and launching 'moonshot' projects with Creating a culture around this process and handful of ideas survive this stage.
the potential to solve problems that affect celebrating failure is key (see innovation
millions or billions of people. Consequently, process tool to the right). The third stage usually takes a year and involves further drilling into the
X works with project timelines of risks and key preliminary barriers that need to be overcome. Only after
astronomical proportions (up to a decade) EXTERNAL INPUT this stage, which roughly half of the ideas pass through, is a full multi-
compared to conventional corporate Making contact with the real world — year X project launched.
innovation projects. In order to be truly early and often
innovative, the projects pursued usually Rather than hiding away in a lab and hoping Once an X project reaches the point equivalent to the 'growth stage'
have the highest risk profiles, high degrees that the world will like what comes out of the of start-ups, when the next stage is to scale operations, the project
'graduates' from X and leaves the Moonshot Factory. Either the project
of research, and long-term time horizons. X-labs, X actively seeks external input from
becomes an independent Alphabet company (e.g. the autonomous
the beginning in order to build something
vehicle company Waymo created as a result of X’s Self-Driving Car
truly useful and learn as fast as possible.
project) or it gets embedded into existing Alphabet operations (e.g. the
X project Brain, which pioneers deep learning, now works at the core of
many Google services).
Asking the right questions
178 | UPSTREAM INNOVATION | MAKING IT HAPPEN | ASKING THE RIGHT QUESTIONS UPSTREAM INNOVATION | MAKING IT HAPPEN | ASKING THE RIGHT QUESTIONS | 179
ASKING THE RIGHT QUESTIONS
Going through Unfortunately, no single-metric exists

that can answer the question “which
packaging solution should I choose to
the upstream achieve the best systemic outcome?” When
considering the entire system in which the
innovation packaging will participate, most solutions

come with pros and cons, and there will
inevitably be trade-offs.
process requires Here we present three steps to help
structure the upstream design process as
a structured well as provide commentary on how Life
Cycle Assessment (LCA) can be effectively
approach to used to guide upstream decisions.
decide on a
strategy, and
then design
the solution
appropriately.
Three steps
for upstream
decision
making
The steps presented here are
1 2
designed to help structure
3
and evaluate various upstream
innovations or solutions from a
broad systems perspective.
These steps can be used to assess
a single solution, compare solutions
that only differ slightly (such as one
material versus another), or compare DEFINE IDENTIFY EVALUATE
radically different solutions (such as
WHAT ARE WHAT ARE WHAT ARE THE
reuse versus single-use).
YOU TRYING THE POSSIBLE PROS AND CONS AT
The steps follow this simple logic... TO ACHIEVE? SOLUTIONS? A SYSTEMS-LEVEL?
1 2 3
DEFINE IDENTIFY EVALUATE
WHAT ARE YOU TRYING TO ACHIEVE? WHAT ARE THE POSSIBLE WHAT ARE THE PROS AND CONS AT A SYSTEMS-LEVEL?
What are you trying to achieve with a SOLUTIONS? Consider the identified solutions as part of a bigger system in order to evaluate pros, cons, and
particular packaging item? What function Identify a set of ‘solutions’ that can trade-offs during the ‘upstream’ design stage. This includes looking at the solution throughout its
would the alternative solution need provide the defined functions (i.e. identify entire life — ‘before-use’, ‘in-use’, and ‘after-use’. The table below provides an initial list of systems-
to provide? Be as specific as possible all of the solutions you would be happy to level questions you could consider. While not comprehensive, this list is provided to act as a guide
when it comes to limiting factors such explore in response to the question. This on how to consider the technical, economic, environmental, and social factors of a solution during
as geographical location, customer may be two solutions, it may be five). before-use, in-use, and after-use phases.
segments, timeframe, etc.
BROADER EXPLORATORY QUESTIONS POSSIBLE SOLUTIONS BEFORE-USE IN-USE AFTER-USE
How can we maintain the freshness of fruits 1. Edible coating (e.g. Apeel, p. 52) Production emissions: To what Performance: How well does the After-use infrastructure: Is the
and vegetables in Europe? 2. Shortened supply chain (e.g. Kecipir, p. 55) extent can production processes solution perform in achieving the solution designed to fit into
for the solution be designed objective defined in step 1? existing systems for collecting
3. In-store misting system (e.g. ARECO, p. 71)
so they do not emit pollutants and reprocessing of the material
4. Plastic film packaging such as greenhouse gases and Business benefits: What after it has been used (this
substances that are harmful to benefits (e.g. cost savings, brand includes both the formal and
How can we best deliver small 1. Mono-material plastic sachets air quality, water quality, and loyalty, better products, brand informal sectors)? If yes, how
human health? reputation) does the solution robust are these systems? If
quantities of personal care products 2. Soluble sachets (e.g. MonoSol, p. 56)
provide to your business, based not, how feasible and realistic
in Southeast Asia? 3. Solid tablets in refillable containers Recycled or renewable materials: on its set-up and design? is it to create a new infrastructure
(e.g. Bite Toothpaste Bits) Are the primary feedstocks of or system or add to existing
4. Compostable sachets the materials used in the solution Resource demand while in use: infrastructure? Within what
recycled or renewable (i.e. not What is the resource demand timeline?
5. Return system (e.g. Koinpack)
from virgin finite resources)? If during the use-phase of the
not, is there a feasible pathway solution? This could include Feasibility, yield, and
to transition from virgin finite forward and reverse logistics, resource demand: Is it
NARROW DEFINED QUESTIONS POSSIBLE SOLUTIONS to recycled or renewable filling/refilling, refrigeration, technically, economically, and
primary feedstock within a other resources consumed by the environmentally feasible to
Which material should we make our salad 1. Clear film (e.g. clear PE)
reasonable timeline? user in using the packaging and keep the material or package in
packaging from in the USA? 2. Coloured mono-material plastic film product, etc. the economy via the intended
(e.g. coloured PE) Systemic issues from sourcing: circular route? Will the material
Can the materials used in the Toxicity: Are the materials reenter the economy in a
3. Compostable plastic film (e.g. PLA)
solution be sourced in a way that used for the solution (including reasonably valuable application
4. Paper-based film does not damage ecosystems, (not fuel or energy — see
additives and left-over chemicals
cause losses to biodiversity, from production) free of p. 126 for further details). What
Which material should we use for delivering 1. Compostable plastic sachet (e.g. PHA) reduce ecosystem service substances of concern that could are the associated process losses
provisions, or impede human pose a danger to either human for the given material circulation
home care refill tablets in Brazil (now and in 2. Paper sachet (e.g Everdrop, p. 82)
health or worker rights? health or the environment? route?
ten years time)? 3. Multi-material plastic film (e.g PE/PP)
4. Rigid plastic container (e.g. PP) Systemic impact of scaling: Likelihood and consequences
What would be the implications of leakage: What is the likelihood
(beneficial and/or negative) of the material or packaging
if the use of this solution was escaping out of human-made
significantly scaled up by the systems and into the natural
industry in general? Are there, for environment? What would be
example, positive economies of the impacts of this occurring
scale or potential risks of resource (including consideration of
depletion / land degradation? topics such as ecosystem health,
biodiversity, and climate change)?
The role of Life

4. LCA is highly dependent on input data and assumptions.
There are many known cases where different studies looking at
exactly the same question, but with different data sources and
Cycle Assessment assumptions, arrived at entirely different conclusions.
Given these points, it becomes clear that while LCA is a valuable
in upstream tool to quantify the environmental impact of a solution, it should

be viewed as one tool in an integrated set of tools, not as a
innovation
‘single source of truth’. Rather than simply optimising individually
in today’s system, we need to envisage the target state we
want to achieve — a circular economy, where packaging never
becomes waste — and start innovating towards it. The last thing
we’d want is to stay stuck in a wasteful, fossil fuel dependent,
" What is Life Cycle Assessment (LCA) is a tool for the evaluation of
the environmental aspects of a product or service through all
linear model forever. LCA can be used to support and inform the
developments towards the circular economy.
Life Cycle defined stages of its life. As such, if implemented well, it can
be a valuable tool to determine, as an individual company or
Assessment?” for an individual product, what the solution with the lowest "How LCA
Below are a few examples of how LCA can be used as an
effective tool to support your upstream innovation efforts.
environmental impact is for defined metrics (for example,
carbon emissions), and at a specific point in time. can be 1. Use LCA to highlight areas of improvement for a solution.
effectively LCA can help identify impact ‘hotspots’ within a selected
" One tool Like any tool, however, it has its limitations, which are used to strategy and then be used to provide an indication of how
effective different strategies are at minimising the impact (for
important to bear in mind when using it:
in a set of design example, use LCA to identify areas within a solution where
resource use is particularly high and then use scenario testing to
tools”
1. Although LCA is well suited to optimising individual
choices in today’s system, the solutions it points to will not
for the identify ways to address this).
always lead to the best collective outcomes over time.42 This circular 2. Use LCA to investigate the impact of changing external
means LCA can sometimes lead us to seek short-term benefits
at the expense of long-term ones. Take electric vehicles (EVs)
economy” factors. By changing the input parameters of an LCA, you
can investigate the impact of external factors that might vary
as an example. Many would agree that a mobility system
between geographies or with time (for example, changes in
supported by EVs and renewable electricity is a more attractive
the energy mix, development of recycling infrastructure, or
target state to work towards than one perpetually reliant on
deployment of a new technology). This can be a useful way to
combustion engines and fossil fuels. However, not all LCAs
investigate under which conditions an upstream innovation will
would support this conclusion. Some would point towards the
perform on par with, or better than, the status quo.
immediate benefit of improving the efficiencies of petrol cars
(minimising impacts in today’s system), while not pointing
towards the need to innovate to improve EVs for the future 3. Use LCA to compare solutions that are fairly similar.
(build a system that will work by design).43 When most parts of the system remain unchanged, LCA is
more likely to be able to give a clear answer for the indicator of
interest (for example, use LCA to compare the carbon emissions
2. LCA only measures what you can measure and, as such,
associated with delivering ten individually wrapped, small
can ignore the impacts of certain factors that can not yet be
?
portions versus one large portion in an otherwise unchanged
measured. LCA can therefore weigh decisions more heavily
packaging application).
towards the certain metrics or parts of the system that we can
quantify better (for example, carbon emissions) at the expense
4. Take extra care when using LCA early in the innovation
of other metrics that are harder to measure or impacts that are
process. An LCA is most useful once there is reliable input
less well understood (for example, the effect of plastic leakage,
data and clarity on how exactly materials and resources will
or the long-term effects of leachate from landfills).
flow through the system. Hence, it is challenging to use LCA
effectively in the very early stages of an innovation process,
3. LCA only looks at the part of the system that is defined
when there are many unknowns and it is difficult to get proper
within the LCA boundaries. As such, it can be tricky to identify
data. An LCA may provide most insight if used during the later
systemic impacts, knock-on effects, or capture trends, unless
stages of an innovation process (such as during scale-up or
they are accounted for in the set-up of the LCA.
when seeking to improve an existing model).
End content...
188 | UPSTREAM INNOVATION | END CONTENT UPSTREAM INNOVATION | END CONTENT | 189
Abbreviations Innovations profiled -

in order of appearance
PLASTIC (POLYMER) TYPES OTHER ELIMINATION
EPS Expanded polystyrene B2B Business-to-business
HDPE High-density polyethylene B2C Business-to-consumer Tesco: Eliminating multi-pack Mori: Edible coating p. 54 Phone chargers from
PBAT Polybutylene adipate terephthalate GHG Greenhouse gas films p. 46 Samsung: From glossy
PE Polyethylene Kecipir from Enviu: Localised to matte surfaces p. 64
LCA Life cycle assessment
Waitrose & Partners: fresh food delivery p. 55
PET Polyethylene terephthalate NGO Non-governmental organisation
Eliminating multi-pack films ICA: Laser-engraved
PHA Polyhydroxyalkanoate
p. 46 MonoSol, LLC, a labels p. 65
PLA Polylactic acid RECYCLING ASSOCIATIONS Kuraray division:
PP Polypropylene APR The Association of Plastic Recyclers Nestlé: Eliminating neck Dissolvable films p. 56 LOCK-n-POP from Signode:
PS Polystyrene EPBP The European PET Bottle Platform tear-offs p. 46 Adhesive spray p. 65
PVC Polyvinyl chloride PRE Plastics Recyclers Europe Ooho from NOTPLA:
ASDA: Eliminating greeting Edible 'blobs' p. 58 Frustration-free packaging
card packaging p. 47 from Amazon: easy-to-open
Lush Cosmetics: e-commerce packaging
SonaeMC: Eliminating glass jar Solid personal care p. 66
tear-offs p. 47 products (Deepdive) p. 60
Opendesk Furniture: Localised
Walmart: Eliminating fruit and Amor Luminis furniture production p. 67
Case study tags vegetable packaging p. 47
SonaeMC: Eliminating
(Mentioned) p. 61
Bars Over Bottles

Infarm: In-store
vegetable farms p. 68
toothpaste boxes p. 48 (Mentioned) p. 61
TAPP Water: Filtering water at
BUSINESS BENEFITS ENVIRONMENTAL BENEFITS Tesco: Eliminating secondary Beauty Kubes home p. 70
Better products Carbon emissions lids p. 48 (Mentioned) p. 61
Brand loyalty Compostability Nebulization from ARECO:
ASDA: Eliminating bed linen Ethique (Mentioned) p. 61 Advanced fog technology
Brand reputation Recyclability
packaging p. 49 p. 71
Competitive pricing Recycled content
Lamazuna
Convenience Renewable sourcing
Walmart: Eliminating plastic (Mentioned) p. 61
Cost savings Waste prevention windows p. 49
Customisation Other Twist-Loc from Charpak:
Data L’Occitane en Provence: Tear-off free container p. 62
Optimised operations INNOVATION STATUS Eliminating plastic film around
Superior packaging Investment boxes p. 49 Aqua Life from Danone:
Partnerships Label-free bottles p. 63
Scale Smol (Mentioned) p. 51
Evian bottle
Aquapak’s HydropolTM (Mentioned) p. 63
(Mentioned) p. 51
Snap Pack from
Apeel: Edible coating Carlsberg: Innovative glue
(Deepdive) p. 53 technology p. 64
REUSE MATERIAL CIRCULATION
SmartBins (Mentioned) p. 77 MIWA and Nestlé partnership: Muuse (Mentioned) p. 103 Amcor's AmLite Bostock: Using compostable
High-tech bulk dispensing, (Mentioned) p. 125 fruit labels p. 146
Uno (Mentioned) p. 77, p. 87 (Deepdive) p. 89 HELPFUL (Mentioned) p. 103
TriCiclos: Including the PG tips from Unilever: Using
Bite Toothpaste Bits Unilever and Walmart Mexico: Ozzi (Mentioned) p. 103 knowledge of waste pickers compostable tea bags p. 146
(Mentioned) p. 81, p. 128, Shampoo refill stations p. 90 in the packaging design
p. 182 Vessel (Mentioned) p. 103 process (Deepdive) p. 129 Vegware and Paper Round:
Algramo: How Algramo is Creating a system for
Blueland (Mentioned) p. 81 turning packaging into a wallet Bananeira, Unverpackt für Alle, JOI: Recyclable nut milk compostable plastics p. 147
(Deepdive) p. 91 Fairfood: Shared reuse system packaging p. 130
by Humankind for jars p. 104 Waitrose & Partners plant
(Mentioned) p. 81 I-Drop Water: Refill at the Colgate-Palmolive's and flower packaging
grocery store p. 92 Circolution: What would it HDPE toothpaste tube (Mentioned) p. 149
Replenish (Mentioned) p. 81 take to scale reuse systems in (Mentioned) p. 131
DabbaDrop (Mentioned) p. 95 Germany? (Deepdive) p. 105 Nestlé's YES! Bar
SC Johnson's concentrated MAGGI® from Nestlé (Mentioned) p. 149
refills (Mentioned) p. 81 Danone's Water Jugs Universal Bottle from The Coca professional: Elimination of
(Mentioned) p. 95 Cola Company: A Universal colourants p. 132 Mondi and Fiorini
Unilever's Cif Eco-refill Bottle for multiple International collaboration:
(Mentioned) p. 81 The Wally Shop brands p. 106 Danone's elimination of PS Paper-based pasta
(Mentioned) p. 95 (Mentioned) p. 133 packaging p. 151
Everdrop: Dissolvable CupClub: Returnable packaging
cleaning tablets p. 82 reCIRCLE (Mentioned) p. 95 service for brands and retailers L’Oréal’s elimination of PVC ClimaCell from TemperPack: Insulated
p. 107 (Mentioned) p. 133 packaging p. 152
Pure Shots from Yves Uzaje (Mentioned) p. 95
Saint Laurent (L’Oréal): IFCO (Mentioned) p. 109 Magnum's use of recycled Flexi-Hex: Protective transport
Refill inserts p. 83 Liviri (Mentioned) p. 95 polypropylene packaging p. 153
Soluplastic (Mentioned) p. 109 (Mentioned) p. 133
SodaStream from VYTAL: Reusables for home HexcelWrap from HexcelPack,
PepsiCo: Instant sparkling delivery and takeout, REUSA-WRAPS: Reusable pallet Sprite bottle from The LLC: Paper-based fragile
water (Deepdive) p. 84 (Deepdive) p. 97 wrap p. 110 Coca-Cola Company: From wrap p. 154
green to clear p. 134
Coca Cola's Dasani Club Zero from Abel & Cole: Return Bars from Returnity and Hexcel’ope from HexcelPack,
PureFill (Mentioned) p. 87 Decanting at home p. 98 Happy Returns: Drop-off points Evolve from Waitrose & LLC: Protective mailer p. 155
using reusable packaging Partners: Multi-coloured,
Coca Cola’s Freestyle ZerO Box from Huidu: Reusable p. 111 recycled trays p. 135 KeelClip™ from Graphic
(Mentioned) p. 87 e-commerce boxes p. 99 Packaging International:
Swedish Return System: Plastic Cutback initiative Cardboard beverage
DiFOLD (Mentioned) p. 87 Loop: Well-known brands in Industry-wide shared B2B from Surfdome and Patagonia: packaging p. 156
premium packaging p. 100 packaging (Deepdive) p. 113 Aggregating material for
EcoCarga (Mentioned) p. 87 recycling p. 136 GreenClip and TopClip
Carrefour: How retailer Carrefour CHEP a Brambles company: from Smurfit Kappa: Cardboard
KeepCup (Mentioned) p. 87 is planning to take reuse to scale Cross-industry B2B packaging HolyGrail: Digital beverage packaging p. 157
(Deepdive) p. 101 platform p. 114 Watermarks Initiative p. 137
PepsiCo's Pepsi Spire AB InBev’s Moulded pulp rings
(Mentioned) p. 87 Conscious container Bockatech in partnership with BioPak Compost Club: from Corona (Mentioned) p. 157
(Mentioned) p. 103 Borealis (Mentioned) p. 128 Creating a system for
Stojo Cup (Mentioned) p. 87 compostable plastics, PepsiCo’s Moulded pulp rings
Fresh Bowl (Mentioned) p. 103 Enviu’s Koinpack (Deepdive) p. 144 (Mentioned) p. 157
Waitrose & Partners (Mentioned) p. 128
Unpacked (Mentioned) p. 87 Globelet (Mentioned) p. 103 Yorkshire Tea from Bettys
and Taylors Group: Using
compostable tea bags p. 146
Endnotes
1 World Economic Forum, Ellen MacArthur Foundation, and McKinsey & Company, The New Plastics 16 L’Oréal Beauty Research Asia
Economy — Rethinking the future of plastics (2016, http://www.ellenmacarthurfoundation.org/
publications) 17 See Algramo and EcoCarga
2 Breaking the plastic wave report: https://www.pewtrusts.org/en/research-and-analysis/ 18 Starbucks press release: https://stories.starbucks.com/emea/stories/2018/starbucks-rolls-out-5p-
articles/2020/07/23/breaking-the-plastic-wave-top-findings. paper-cup-charge-to-all-stores-across-britain/
Perspective on the PEW study by EMF: https://plastics.ellenmacarthurfoundation.org/breaking-the- 19 Based on an analysis done with the Wuppertal Institute for Climate, Energy and the Environment
plastic-wave-perspective
20 Internal LCA conducted by TriCiclos
3 See the Universal Bottle case study in this guide, p. 106
21 Ibid.
4 Unilever press release: https://www.unilever.com/news/press-releases/2019/unilevers-purpose-led-
brands-outperform.html 22 CupClub LCA: https://drive.google.com/file/d/1C5Qzx31HQnVPg-EyglzR3PRDteQH5SfK/view
5 World Economic Forum and Ellen MacArthur Foundation, The New Plastics Economy — Catalysing 23 Big Market Research, Global Returnable Packaging Market, (2020, https://www.
action (2017, http://www.ellenmacarthurfoundation.org/publications) bigmarketresearch.com/report/3860609/global-returnable-packaging-market)
6 See the SodaStream case study in this guide, p. 84 24 World Economic Forum, Ellen MacArthur Foundation, and McKinsey & Company, The New
Plastics Economy — Rethinking the future of plastics (2016, http://www.ellenmacarthurfoundation.
7 Breaking the plastic wave report: https://www.pewtrusts.org/en/research-and-analysis/ org/publications)
articles/2020/07/23/breaking-the-plastic-wave-top-findings.
25 Happy Returns GHG Study, (2018, https://cdn2.hubspot.net/hubfs/5138416/Happy%20
Perspective on the PEW study by EMF: https://plastics.ellenmacarthurfoundation.org/breaking-the- Returns%20GHG%20Study.pdf)
plastic-wave-perspective
26 Swedish Return System LCA: https://www.retursystem.se/sv/hallbarhet/klimatsmartast/
8 According to ISO 18601
27 CHEP press release: https://www.chep.com/de/en/consumer-goods/brambles-continues-
9 Ellen MacArthur Foundation & UN Environment Programme, 2020 Global Commitment Progress sustainability-success-final-year-2020-commitments
Report, (2020 https://www.ellenmacarthurfoundation.org/global-commitment)
28 World Economic Forum and Ellen MacArthur Foundation, The New Plastics Economy —
10 The UK Plastics Pact, https://www.wrap.org.uk/content/the-uk-plastics-pact Catalysing action (2017, http://www.ellenmacarthurfoundation.org/publications).
11 Ellen MacArthur Foundation & UN Environment Programme, 2020 Global Commitment Progress 29 Myanmar, Vietnam, The Philippines, Indonesia, Thailand, Malaysia
Report, 2020, https://www.ellenmacarthurfoundation.org/global-commitment
30 GA Circular, Full Circle: Accelerating the circular economy for post-consumer PET bottles in
12 Apeel LCA: https://assets.website-files.com/5f31bfa796b7553c22964294/5f4e8efc511cbbb4aaf2b Southeast Asia (2019, https://www.gacircular.com/full-circle/)
fc9_Apeel%20LCA%20-%20External%20Release%20-%20August%202020-small.pdf
31 Along with composting, anaerobic digestion can also be considered as a circular after-use
13 Ellen MacArthur Foundation, Reuse — Rethinking packaging (2019, https://www. pathway for plastics packaging, in line with ISO 18606. However, as the Ellen MacArthur Foundation
ellenmacarthurfoundation.org/assets/downloads/Reuse.pdf) believes the use of anaerobic digestion is currently limited for plastic packaging as at the date of
publication, this document focuses on composting.
14 Health Expert Statement Addressing Safety of Reusables and COVID-19, (2020, https://storage.
googleapis.com/planet4-international-stateless/2020/06/26618dd6-health-expert-statement- 32 The 2020 Global Commitment Progress Report shows that, on average, the use of post-consumer
reusables-safety.pdf) recycled content by packaged goods and retail signatories is increasing. Ellen MacArthur Foundation
& UN Environment Programme, 2020 Global Commitment Progress Report, (2020, https://www.
15 Comment from the European Commission: https://www.euractiv.com/section/circular-economy/ ellenmacarthurfoundation.org/global-commitment)
news/eu-dismisses-industry-calls-to-lift-ban-on-single-use-plastics/1454878/
33 Ibid.
34 Ibid.
35 GA Circular, Full Circle: Accelerating the circular economy for post-consumer PET bottles in
Acknowledgements
Southeast Asia (2019, https://www.gacircular.com/full-circle/)
The Ellen MacArthur Foundation would like to thank the organisations and
36 Along with composting, anaerobic digestion can also be considered as a circular after-use
pathway for plastics packaging, in line with ISO 18606. However, as the Ellen MacArthur Foundation individuals that contributed to the guide for their constructive input.
believes the use of anaerobic digestion is currently limited for plastic packaging as at the date of
publication, this document focuses on composting.
37 Bagheri, A. R., Laforsch, C., Greiner, A., Agarwal, S., Fate of so-called biodegradable polymers in
seawater and freshwater (2017) Glob Chall. 1, 1700048–1700052, DOI: 10.1002/gch2.201700048 Abel & Cole Google X Returnity
AB InBev Graphic Packaging International REUSA-WRAPS
38 Haider, T.P., Völker, C., Kramm, J., Landfester, K., Wurm, F.R., Plastics of the future? The impact of Algramo Greenpeace Samsung
biodegradable polymers on the environment and on society (2018). Angew. Chemie - Int. Ed. https:// Amazon Happy Returns Schwarz Group
doi.org/10.1002/anie.201805766 Amcor HexcelPack, LLC Signode
Amor Luminis HolyGrail Smurfit Kappa
39 Dilkes-Hoffman, L.S., Lant, P.A., Laycock, B., Pratt, S., The rate of biodegradation of PHA Apeel Huidu Social Change Headquarters
bioplastics in the marine environment: A meta-study (2019). Mar. Pollut. Bull. 142, 15–24 https://doi. ARECO I-Drop Water SonaeMC
org/10.1016/j.marpolbul.2019.03.020 ASDA ICA Surfdome
Bananeira IDEO Swedish Return System
40 The broader potential ecosystem impacts of compostable plastics entering the marine Bars over Bottles Infarm Systemiq
environment are also not yet fully understood Beauty Kubes JOI TAPP Water
BioPak L’Occitane en Provence TemperPack
Green, D.S., Boots, B., Blockley, D.J., Rocha, C., Thompson, R., Impacts of discarded plastic bags on Borealis L’Oréal Tesco
marine assemblages and ecosystem functioning (2015). Environ. Sci. Technol. 49, 5380–5389 https:// Bostock Lamazuna Think Beyond Plastics
doi.org/10.1021/acs.est.5b00277 Brambles LOOP TriCiclos
Break Free From Plastics Lush Cosmetics Unilever
Balestri, E., Menicagli, V., Vallerini, F., Lardicci, C., Biodegradable plastic bags on the seafloor: A Carlsberg MARS Unverpackt für Alle
future threat for seagrass meadows? (2017). Sci. Total. Environ. 605–606, 755–763 http://dx.doi. Carrefour MIWA The University of Queensland
org/10.1016/j.scitotenv.2017.06.249 Charpak Mondi UQ Plastics
Circolution MonoSol, LLC Vegware
41 TUV Austria, OK Compost & seedling: https://www.tuv-at.be/green-marks/certifications/ok- The Coca-Cola Company Mori Veolia
compost-seedling/ Colgate-Palmolive Nestlé VYTAL
CupClub NOTPLA Waitrose & Partners
42 This is just like in the prisoner’s dilemma, the classic game theory example, in which the Danone Novamont S.p.A Walmart
individual maximisation of benefits by rational actors leads to a suboptimal collective outcome Enviu Opendesk Furniture
https://www.investopedia.com/terms/p/prisoners-dilemma.asp#:~:text=The%20prisoner's%20 Ethique Paper Round
dilemma%20is%20a,expense%20of%20the%20other%20participant. Everdrop Patagonia
Fairfood PepsiCo
43 Knobloch, F., Steef, V. H., Lam, A., Pollitt, H., Salas, P., Chewpreecha, U., Huijbregts, M. A., Mercure, Fiorini International PR3
J., Net emissions reductions from electric cars and heat pumps in 59 world regions over time (2020). Flexi-Hex Reboot Innovation Ltd
Nat Sustain. 3, 437–447 https://doi.org/10.1038/s41893-020-0488-7
Ellen MacArthur About the

Foundation Ellen MacArthur
project team Foundation
CORE PROJECT TEAM The Ellen MacArthur Foundation, a UK-based charity, develops and promotes
Leela Dilkes-Hoffman, Project Manager — Plastics Innovation the idea of a circular economy in order to tackle some of the biggest
Sara Wingstrand, Programme Manager — Plastics Innovation challenges of our time, such as plastic pollution, climate change, and the
Annette Lendal, External Consultant — Plastics Innovation loss of biodiversity. In a circular economy, business models, products, and
Mats Linder, External Consultant — Plastics Innovation materials are designed to increase use and reuse, creating an economic
Sander Defruyt, Lead — Plastics system in which nothing becomes waste and everything has value.
Rob Opsomer, Executive Lead — Systemic Initiatives Increasingly built on renewable energy and materials, a circular economy
is distributed, diverse, and inclusive. The Ellen MacArthur Foundation
PROJECT SUPPORT collaborates with, and inspires, businesses, organisations and other key actors
George McLoughlin, Research Analyst — Plastics Innovation to accelerate the transition to a circular economy.
Josephine Christoffersen, Research Analyst — Plastics Innovation
… and the broader plastics team
Further information:
DESIGN www.ellenmacarthurfoundation.org
Sarah Churchill-Slough, Creative Manager @circulareconomy
Graham Pritchard, Designer and Art Director
Mark Buckley, Graphic Designer
Fanny Breteau, Graphic Designer
Elisa Gilbert, Graphic Designer
EDITORIAL
About the
James Woolven, Editor
COMMUNICATIONS
Plastics Initiative
Iulia Strat, Communications Manager — Plastics and Finance
Katie Schuster, Communications Executive — Plastics and Finance
Since 2016, the Ellen MacArthur Foundation’s New Plastics Economy initiative
has rallied businesses and governments behind a positive vision of a circular
economy for plastics. Its 2016 and 2017 New Plastics Economy reports
captured worldwide headlines, revealing the financial and environmental
costs of waste plastic and pollution.
The initiative is supported by Wendy Schmidt as Lead Philanthropic Partner,

and the Oak Foundation as a Philanthropic Partner. Amcor, Borealis, The
Coca-Cola Company, Danone, L’Oréal, MARS, Nestlé, PepsiCo, Unilever,
Veolia, and Walmart are the initiative’s Partners.
Further information:
www.emf.org/plastics
@circulareconomy
DISCLAIMER
This document has been produced by the Ellen MacArthur Foundation (the 'Foundation'). The Foundation has exercised
care and diligence in the preparation of this document, and it has relied on information it believes to be reliable. However,
the Foundation makes no representations and provides no warranties to any party in relation to any of the content of the
document. The Foundation (and its related people and entities and their employees and representatives) shall not be liable
to any party for any claims or losses of any kind arising in connection with or as a result of use of or reliance on information
contained in this document, including but not limited to lost profits and punitive or consequential losses.
© COPYRIGHT 2020
ELLEN MACARTHUR FOUNDATION
www.ellenmacarthurfoundation.org
Charity Registration No.: 1130306

OSCR Registration No.: SC043120
Company No.: 6897785

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What challenges does the current plastic system face?

What challenges does the current plastic system face?

What is the vision of a circular economy for plastics?

What is the vision of a circular economy for plastics?

Upstream

With 2025 just around the corner, it is time to deliver

We hope you find this guide a useful resource during

The Ellen MacArthur Foundation Plastics team

HEALTHCARE TAKE-AWAY FOOD AND BEVERAGES

PERSONAL CARE ALL SECTORS

Two types of Rethinks products and

If you leave a bath running and it starts overflowing, for example,

DEAL WITH A PREVENT IT FROM BEING

FIND OUT MORE BY VISITING plastics.emf.org/upstream

• Download the Upstream Innovation workshop asset packs with

• Explore the Upstream Innovation case study database profiling

• Get translations of this book in Spanish, Portuguese, French, and Chinese.

Introducing the upstream innovation

It involves rethinking not just the

RETHINKING THE PACKAGING means innovating at

RETHINKING THE BUSINESS MODEL means innovating at

This section shows how to apply the

In the following chapters we

ELIMINATION REUSE MATERIAL CIRCULATION

Elimination: “ Why we need Without elimination, achieving a circular economy

The view on what constitutes ‘necessary’

DIRECT INNOVATIVE There are two different approaches to

MODEL EXPLAINED TRENDS

Removing unnecessary plastic film: Plastic film is removed from

Packaging that does not serve an

adjustments, innovation, or loss of

While straightforward in principle,

RETHINK PACKAGING | SCALED | UK | TINNED/JARRED FOOD RETHINK PACKAGING | SCALED | UK | HOME/OFFICE

Tesco: Eliminating ASDA: Eliminating

RETHINK PACKAGING | SCALED | PORTUGAL | TINNED/JARRED FOOD

Walmart: Eliminating fruit

RETHINK PACKAGING | SCALED | EGYPT | BEVERAGES

Nestlé: Eliminating and vegetable packaging

ENVIRONMENTAL BENEFITS Read more

Waste prevention: Nearly 240 tonnes of tear-offs were eliminated

SonaeMC: Eliminating ASDA: Eliminating bed

RETHINK PACKAGING | SCALED | USA | HOME/OFFICE

Recyclability: Eliminating the plastic window makes the

RETHINK PACKAGING | ROLL-OUT | GLOBAL | PERSONAL CARE

RETHINK PACKAGING | SCALED | UK | FRESH FOOD L’Occitane en Provence:

Innovative Dissolvable packaging: Packaging functionality is provided by

Enhanced packaging functionality: Multiple packaging

Localised production and digitalisation: Goods are produced

the function being achieved in a WHAT GOOD LOOKS LIKE

Unintended consequences: Make sure the innovative elimination

Edible coating Cost savings: Reduces the costs

An edible coating made from plant INNOVATION STATUS

ENVIRONMENTAL BENEFITS Scale: USA retailer Kroger currently carries

PROVIDING THE PRODUCT AND THE SERVICE

Apeel’s product (the coating) is manufactured and distributed as a powder

Mori: Kecipir from Enviu:

An edible coating made from natural silk that

BUSINESS BENEFITS INNOVATION STATUS

Convenience: An app-based platform Carbon emissions: Products travel a

normally wasted throughout the value