British household goods maker Reckitt Benckiser has announced a partnership with French start-up company Yoyo to step up plastic recycling.
The initiative will involve a five-month pilot project aimed at collecting a minimum of 1 tonne of plastic, or the equivalent of 33000 bottles, across ten districts of Lyon.
Presently, only 29% of French household plastic is properly recycled, which is significantly lower than the European average, the company said.
Yoyo will distribute recycling bags to homes across France and facilitate the collection of used plastic products and packaging.
The recycling bags have been designed in the signature pink colour of Reckitt Benckiser’s stain removing products brand, Vanish.
Consumers will also receive incentives in the form of RB products and cinema vouchers for recycling their plastics.
The recycling programme will accept plastics from all brands and if the pilot succeeds, Reckitt Benckiser aims to scale up the project to offer more recycling opportunities in France.
The collected packaging will be processed, sorted and recycled.
Low Recycling Rates
The project will focus on collecting HDPE plastic, which has low recycling rates and is used in the packaging of a range of household goods.
The Yoyo recycling system has proven to be extremely popular for PET plastic with more than 50,000 households and 500 collection points having signed up for the scheme, Reckitt Benckiser added.
Veolia Group, an existing partner of the household goods giant, will be a part of the project as a technical expert.
It will process the packaging waste collected through this drive and explore the possibility of producing reusable material for packaging purposes.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.