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Febreze and Tesco to trial new recycling programme

The recycling of trigger top and flip cap-bottles is the goal of a new cross-sector trial in the UK, funded by WRAP and Procter & Gamble (P&G) as part of the Courtauld Commitment 3.

From this month, until March 2015, residents in Somerset and Gloucester will be able to recycle the trigger tops and flip caps from their air and home care plastic bottles at specific large Tesco stores and Recycling Centres.

P&G’s Febreze products are being used in communications materials and the household product giant’s marketing channels will be used to engage the public, like their SuperSavvyMe website - - which is designed to help and inspire people, and social media channels.

Tesco is providing the opportunity to participate in the trial at 11 of its large stores across Somerset and Gloucestershire. Store Community Champions will be on hand to talk to customers and provide more information about how to participate. Tesco will also be promoting the trial on its community noticeboards, at customer service desks and internally in staff restaurants.

Dee Moloney, md, LRS Consultancy, which is also partnering in the project, said: “We know non-drinks plastic bottles, like Febreze and Fairy, are often ‘forgotten’ when recycling at home. By collaborating with large corporates and brands, we are looking to see if this will help influence consumer recycling behaviour.

“We want to find out whether brands can help persuade residents to recycle these types of plastic bottles and also become more committed to recycling, making additional effort to recycle different types of plastics at locations away from the home.”

Another part of the trial incorporates the recently launched Air and Home Care Brigade – a recycling fundraising initiative from Febreze and TerraCycle – which encourages the community to work together to help raise money for local community groups, schools, or charities, by collecting trigger tops, flip caps and additional air and home care plastic packaging, like plastic air fresheners and flexible home cleaning wipes packs.

Picture credit: © Kritiya | - Recycling Symbol On Hand Photo

UK & NI Ireland | Recycling

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