Cross-Sector Consortium Triggers Fresh Packaging Recycling Trial

LRS Consultancy, in partnership with Febreze – a Procter and Gamble company brand, Tesco UK, TerraCycle, Somerset Waste Partnership and Gloucestershire Joint Waste Team, is implementing an innovative cross-sector plastics recycling trial to see whether corporate brand involvement will help influence consumer recycling behaviour.

WRAP and Procter and Gamble are funding the trials as part of the Courtauld Commitment 3.

From December 2014 to March 2015, Somerset and Gloucestershire residents can participate in a trial to separate and recycle the trigger tops and flip caps from their air and home care plastic bottles at specific large Tesco stores and Recycling Centres across the two counties.

Trigger tops on plastic bottles that allow the products to be sprayed are made from different types of plastic to that of the bottles, and often contain a metal spring and ball bearing – meaning they should be separated for recycling.

Febreze products are being used in communications materials and Proctor and Gamble’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.

Dee Moloney, LRS Consultancy – “By collaborating with large corporates and brands, we are looking to see if this will help influence consumer recycling behaviour”

Tesco is providing the opportunity to participate in the trial at 11 of its recycling bring sites at 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, managing director, LRS Consultancy, 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.

Stephen Clarke, Communications Manager, TerraCycle UK, said, “People can visit our website and simply register as a home, school or community group collector for the Air and Home Care Brigade.  Recycling is a great way of involving the community and this scheme can help raise money for schools, charities and non-profit organisations too.”

Trigger tops and flip caps can be recycled at Somerset and Gloucestershire Recycling Centres and specific large Tesco stores across the two counties. For more information about the trial, the recycling locations and the Air and Home Care Brigade, visit


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