Haleon has partnered with sorting and recycling app developer Bower, to help educate and incentivise consumers to recycle Haleon toothpaste products.

Recycling information and rewards are available on the Bower app for toothpaste products across four of Haleon’s oral health brands including, Sensodyne, Pronamel, Corsodyl and Aquafresh.

Monica Michalopoulou, GBI marketing director at Haleon, said, “At Haleon, we strive to make everyday health more sustainable by reducing the impact our business activities, products and supply chains have on the environment.

“We are truly proud to be joining forces with Bower through this partnership and we hope to help retailers answer consumer demand for more sustainable packaging across the oral care category.”

Enough plastic waste to circle the globe twice is created from toothpaste tubes that can't be recycled. Haleon and Bower’s partnership follows a review by the On Pack Recycling Label (OPRL) organisation to include mono polymer toothpaste tubes as part of kerbside recycling and collection. This means in the UK, recycle-ready tubes are eligible to be collected alongside usual weekly recycling.

Haleon are one of the first consumer healthcare companies to use Bower’s AI technology. Consumers can download the Bower app, scan Haleon toothpaste products and be provided with recycling instructions. In return for scanning and recycling toothpaste products, shoppers can collect points which they can then convert to cash back, coupons or donate to charity.

Fredrick Henningsson, account director at Bower, said, “At Bower, we encourage our app users to embrace the circular way of life, reduce waste and value materials through rewarding recycling.

“Bower is passionate about caring for the planet, and partnering with brands who share this goal is incredibly important to us. With 690,000 people using our app globally, we are thrilled to be working with Haleon on our shared mission of contributing to a sustainable packaging economy in the UK.”

Alongside the partnership, Haleon has updated the caps on its Sensodyne Pronamel toothpaste range. The caps are made with up to 95 per cent recycled plastic.

Monica said, “We are committed to making Haleon’s packaging more sustainable across our entire portfolio of oral care, vitamins, minerals, supplements (VMS), and pain brands, by reducing the use of virgin petroleum-based plastics by 10 per cent by 2025 and a third by 2030.

“The change across the Sensodyne Pronamel toothpaste range is a positive step towards reaching these ambitions and support driving circularity by using recycled raw materials in packaging.”

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