What goes into scaling one of Europe’s largest refill trials?

Read the full story at Packaging Europe.

Re is a reuse model developed by Beauty Kitchen, a sustainability-orientated beauty brand founded by Jo-Anne and Stuart Chidley. The Re model focuses on replacing single-use plastic packaging for FMCG by offering brands and consumers universal reuse options that can be returned or refilled at stations in retail stores across the UK. Last month, Re was awarded Innovate UK funding as part of the Smart Sustainable Plastic Packaging Challenge.

We spoke to Jo-Anna Chidley, co-founder of Beauty Kitchen and Re, and Doug Morwood, managing director at Re, about how the scheme brings together key players from across the FMCG value chain in beginning to adopt consumer-facing circular economy frameworks.

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