UK Plastics Pact Annual Report 2023-24

This year’s UK Plastics Pact Annual Report showcases the progress we’ve made despite ongoing challenges. The work of our members has substantially transformed the UK plastics system, but we know there is more we must do to meet all four targets. Our supporting Target Delivery Roadmap outlines a pathway to get there.

By moving beyond the traditional ‘take, make, dispose’ model, WRAP is driving a new paradigm where ‘reduce, reuse, recycle’ becomes the standard.

Looking Ahead

While we’ve made important progress, we’re not yet where we need to be as we won't meet two of our four 2025 targets. However, we are fully committed to closing this gap and driving momentum forward.

Our latest Target Delivery Roadmap outlines a clear path forward to achieving all targets, focusing on collaboration between the public and private sectors to work to achieve all targets and the interdependencies with packaging reforms. 

Showcasing member action

Thanks to their efforts as part of the UK Plastics Pact, members have driven substantial progress and impact. For more examples see our full report below.

Waitrose

Waitrose partnered with WRAP to conduct an in-store messaging trial in Spring 2024, to encourage shoppers to choose more loose produce over packaged options.

The aim of the trial was to test how customers responded to different messages of value, quantity and packaging reduction.

Point of sale messages were placed using overhead signage, shelf barkers, and in-aisle columns, based on WRAP’s Partner Toolkit. Over 350 exit interviews, assisted shops using eye-tracking software, and sales data analysis from both the trial and control stores were used to assess the impact on customer behaviour.

The trial revealed valuable insights into message recall and its influence on purchases, that have now shaped best practice guidance within the Toolkit.

WRAP plans to expand trials in 2025 to explore customer demographic and store differences, with an aim to publish industry-wide guidance for retailers. 

Mondelēz

Mondelēz has removed the plastic wrapping from the outside of its Cadbury Milk Tray product and switched the plastic insert tray to 80% rPET. 

These changes have enabled them to remove over 600 tonnes of virgin plastic within the UK during 2023/2024 as part of their 2025 Sustainable Packaging goals and progress towards The UK Plastics Pact targets. 

Haleon

Haleon surpassed its goal of launching 1 billion recycle-ready toothpaste tubes by 2025, launching 1.2 billion by the end of 2023 as part of its broader aim to make all packaging recyclable or reusable by 2030. 

Haleon has been collaborating with organisations like WRAP and Stina Inc, suppliers, the waste industry, as well as competitors to promote global and local initiatives focused on large-scale packaging collection, sorting, and recycling as well as gaining deeper insights into citizen behaviour. 

This action from industry means that toothpaste tubes can now be recycled in the UK alongside plastic pots, tubs and trays in kerbside collections, enabling householders to recycle them with confidence ahead of Simpler Recycling reforms.