Operated by the British Retail Consortium (BRC) under a company called On-pack recycling label OPRL (On-pack recycling label), the scheme is designed to replace the current array of symbols that it claims can be confusing to the consumer.
The on-pack label has three possible categories depending on the likelihood that a consumer’s local authority will recycle the packaging materials.
- Widely recycled: More than 65 per cent of local authorities collect the packaging type in the area.
- Check local recycling: Between 15 and 65 per cent of local authorities collect the packaging type in the area.
- Not currently recycled: Less than 15 per cent of local authorities collect the packaging type in the area.
According to director of the BRC Stephen Robertson, customer confusion is the biggest barrier to improving recycling rates, and a single standard label will help.
“The aim of the label is to get more of the materials that can be recycled, recycled,” the BRC’s Richard Dodd told CosmeticsDesign.
Hoping to replace existing labels
Although the scheme is voluntary, the BRC is hoping that other logos on the market will disappear making the situation much clearer for consumers.
As the majority of the major UK supermarket chains, including Tesco, Asda, Sainsbury’s, Marks and Spencer and Waitrose, have signed up, the BRC is confident that this will occur, explained Dodd.
A number of retailers have also signed up to the scheme including Britvic, Kellogg’s and Weetabix.
The aim of the label is to be universal across all products types to avoid confusion and the BRC is actively pursuing companies working in other sectors including cosmetics and personal care.
In addition to one or more of the relevant categories, the label will also have the website address where consumers can find out more details about local recycling facilities.
Commenting on the new scheme environment minister Jane Kennedy said: “By standardising the information provided to shoppers, these new recycling labels make it easier for us to know what we can recycle and help us to recycle more. I applaud the retailing sector for taking this initiative.”