Toothpaste tubes, once considered non-recyclable and destined for landfill, have now entered a new era of sustainability. Thanks to collaboration between leading oral healthcare brands and WRAP, these products are finally recyclable through UK kerbside collections.
Problem
Solution
Impact
Why it matters
- Missed opportunities: Every UK household misses recycling an average of 1.6 items per collection, and 10% of bathroom plastics end up in general rubbish.
- Contamination issues: Toothpaste tubes were the second most wish-cycled item in the UK.
- New legislation: Policies like Extended Producer Responsibility (EPR) now incentivise recyclable packaging, reducing fees and promoting sustainable solutions.
Leading the way: Industry innovation
Global brands like Haleon, Colgate-Palmolive, Unilever, and P&G have transitioned to mono-material toothpaste tubes, making recycling easier and more effective.
Designed using Polyethylene (PE) or Polypropylene (PP), the tubes meet kerbside recycling standards ahead of Simpler Recycling reforms.
Key outcomes from industry trials
WRAP’s research and trials demonstrated:
- Economic value: Even low-value materials like toothpaste tubes can deliver substantial recyclability.
- Systems change: Encouraged investment in recycling infrastructure and packaging design.
- Consumer impact: Educating households on tube disposal is critical—properly emptied tubes achieve a 60% recovery rate, compared to just 16.7% for partially filled tubes.
Benefits for brands and manufacturers
By adopting recyclable toothpaste tubes, brands can:
- Future-proof: Align packaging with upcoming legislation like EPR.
- Save costs: Avoid high fees tied to non-recyclable materials.
- Lead on sustainability: Meet stakeholder and consumer expectations for sustainable packaging.
WRAP’s expertise and collaborative nature has allowed Haleon to make some truly impactful changes to its packaging, making what was once unrecoverable packaging destined for landfill or incineration into packaging that can contribute value as part of a circular economy. Working with WRAP has given Haleon an opportunity accelerate and amplify our sustainability initiatives as WRAP brings together stakeholders from across the value chain which helps to foster collaboration for impact.
Ready to make a change?
Join the movement!
WRAP is uniquely positioned to help brands and manufacturers transition to recyclable packaging. Whether in the UK or globally, our collaborative network drives innovation and systems change across the plastics value chain.
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Revolutionising recycling: The journey of toothpaste tubes case study
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