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Five more join MacArthur plastic pledge

2000 ecover

Five more international brands have signed up to use 100% reusable, recyclable or compostable packaging by 2025 or earlier.

The commitment was reported by the Ellen MacArthur Foundation at the World Economic Forum in Davos.

The five signing the New Plastics Economy pledge are Amcor, Ecover, Evian, L’Oréal and Walmart, and they join the original six of Mars, M&S, PepsiCo, Coca-Cola, Unilever, and Werner & Mertz who signed up in October. 

Together they are responsible for placing more than six million tonnes of plastic packaging on the market each year.

Paul Polman, chief executive of Unilever, said: “It is welcome news that many other major companies are making their own commitments to address ocean plastic waste.

“Yet as a consumer goods industry, we need to go much further, much faster, in addressing the challenge of single-use plastics by leading a transition away from the linear take-make-dispose model of consumption to one which is truly circular by design.”

The Ellen MacArthur Foundation is calling for the entire retail industry to follow their lead.

Company announcements


Amcor is leading the development and manufacture of packaging that is better for the environment, customers and consumers – by being the first global packaging company pledging to develop all its packaging to be recyclable or reusable by 2025, significantly increasing its use of recycled material, and helping to drive consistently greater recycling of packaging around the world.


Danone announced that its iconic brand Evian, whose bottles are already 100% recyclable, will make all its plastic bottles from 100% recycled plastic by 2025, a move that will see the natural mineral water brand adopt a circular approach to its plastic usage. Evian plans to achieve this through pioneering partnerships to redesign its packaging, accelerate recycling initiatives and clean up plastic waste from nature. Danone is committed to co-building the circular economy of packaging and will launch its ambitious broader plans in the coming months.


All of Ecover’s packaging is reusable, recyclable or compostable. As part of its ambition to rethink the way it uses plastic, Ecover has set itself the bold ambition to use 100% recycled plastic in all bottles by 2020, to introduce recycled content into its caps from 2018 and to trial non-plastic, fully biodegradable materials that are still recyclable by 2020. As a first step, in January 2018, Ecover will launch its new 100% recycled and 100% recyclable washing-up liquid bottle in Europe.


L’Oréal commits that all of its plastic packaging will be rechargeable, refillable, recyclable or compostable by 2025. This is in line with and a continuation of L’Oréal’s efforts over the past years working towards the continuous improvement of the environmental and social impact of 100% of its new products by 2020, as part of its ’Sharing Beauty With All’ sustainability programme.


Walmart announced that 100% of its Private Brand packaging will be recyclable by 2025, and aims to reduce environmental and social impacts of private brand and national brand packaging. Walmart encourages suppliers to participate in Project Gigaton by setting goals to improve packaging optimisation, recyclability, and the use of recycled and sustainably sourced materials to reduce greenhouse gas emissions. And the Walmart Foundation supports the Closed Loop Fund to help improve access to recycling and strengthen the recycling infrastructure.

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