Global reuse platform Loop’s breakthrough partnership with Carrefour has established reuse at commercial scale in France, proving the model can work across categories. For Australia, where an earlier Woolworths–Loop trial fizzled, the question is whether local conditions and retailers will create the enabling environment to make reuse viable here.
When TerraCycle’s Loop platform first partnered with Woolworths Australia in 2019, the ambition was bold: to establish a mainstream reuse system for packaged goods. Despite early enthusiasm, the pilot did not progress beyond limited trials. Fast forward to 2025, and France has now shown what Australia could not – that reuse can be integrated into the everyday supermarket experience, across hundreds of stores, and embraced by both brands and consumers.
France’s reuse breakthrough
Loop, working with French retail giant Carrefour, has reached commercial scale with more than 370 products now available in reusable packaging across 345 stores nationwide. Other major retailers, including Monoprix and Coopérative U, have since joined the platform, creating a nationwide network where shoppers can purchase goods in refillable containers, pay a deposit, and return empties at any participating retailer.
Beyond integrating Loop in-store, the partnership mobilised an ecosystem of major brands, including Ferrero, Danone, Suntory, and Coca-Cola to join the movement. In doing so, Carrefour and Loop catalysed the creation of the world’s largest reuse coalition, bringing together national brands, private labels, and other retailers.
Tom Szaky, founder and CEO of TerraCycle and Loop, said France’s success came down to more than consumer interest. “What made this possible wasn’t consumer demand alone but the alignment of regulation, funding, and supply chain convenience for all actors,” he said. “It’s a functioning national system. As other countries face growing pressure to move beyond single-use packaging, the lesson is clear, if the conditions are right, reuse can become a mainstream way of doing business and not a fringe solution.”
The model is simple: consumers buy prefilled products – from wine and spreads to shampoo – in durable packaging, use them as normal, and return empties without cleaning. Retailers manage collection and redistribution, supported by national regulation and financial incentives for reuse infrastructure.
Why it works in France
France’s Anti-Waste Law for a Circular Economy (Loi AGEC) mandates retailers to incorporate reusable packaging by 2027. Producer responsibility schemes also allocate a portion of fees towards reuse infrastructure, helping offset the costs of building the system. Importantly, Carrefour invested in raising consumer awareness, integrating Loop in-store, and ensuring convenience.
Carrefour’s Carine Kraus noted, “We’ve proven that it is possible to offer consumers everyday products in reusable packaging without compromising convenience or the in-store experience. This achievement at industrial scale confirms that the right mix of bold regulation, logistical innovation, and collective commitment is the key to transforming our distribution model.”
Lessons for Australia
Australia lacks the regulatory framework that underpins reuse in France. Without mandated reuse targets or financial support for infrastructure, the risk of stranded investment remains high for retailers. This partly explains why Woolworths’ Loop trial did not progress.
Yet with Australia’s 2025 National Packaging Targets in sight and looming regulatory reforms – including proposed mandatory packaging design standards – the policy environment is shifting. Retailers will soon face greater pressure to move beyond recycling alone.
What the French example shows
Retailer leadership is essential: Carrefour made a long-term commitment, embedding reuse in-store and across its private-label lines.
Regulation drives certainty: Clear targets under AGEC compelled investment in infrastructure and collaboration.
Convenience wins consumers: Products were offered prefilled and return was made easy.
Shared costs and collaboration reduce risk: Producer fees and a coalition of retailers and brands spread the financial and logistical load.
Will Australia follow?
For Australia’s supermarkets, the challenge is clear: pilot projects alone will not deliver system change. To achieve meaningful reuse, regulatory certainty, investment support, and cross-industry collaboration are needed.
Loop’s success in France demonstrates that reuse can scale from concept to nationwide system. Whether Australian supermarkets will seize the moment – or wait for regulation to force their hand – remains the open question.
ABOUT LOOP:
Loop is a global reuse platform developed by TerraCycle with a mission to enable reusable packaging at scale, across all major consumer packaged goods categories. Partnering with over 200 major brands and retailers, Loop allows consumers to buy products in reusable packaging at any participating store and return them anywhere. Loop stewards the platform and operates the collection, sorting, deposit returns and cleaning.
