While silicone valves provide excellent functionality in caps and closures, WP argues that the recyclability of these valves is generally compromised. It is the company’s view that, although several alternatives have been launched on the market, none have managed to replace the traditional silicone valve.

According to a press release issued by the company: “For example, floating silicone valves are not recyclable and prevent brand owners and private labels from claiming their products can be recycled 100%. Valves made of TPE are not 100% recyclable, or don’t offer the same performance as tried and tested options. For years, there has been an urgent need for a good alternative.”

WP’s new valve is made of a specially developed material that reportedly enables full recycling within polyolefin waste streams – regardless of the bottle material.

The solution offers dispensing of any quantity the consumer may require, and the dosing behaviour can also be adjusted, depending on preference. Meanwhile, the valve dimensions are exactly the same as those of WP’s familiar silicone valve: the new valve fits in all of WP’s existing MaxiDose valve closures.

WP’s product is compatible with a wide range of applications such as food, home care, and personal care – including oily or fatty formulations.

WP concludes: “This 100% recyclable valve is one of our green initiatives, and part of the circular economy programs we have created. Our Innovation & Development team converts sustainability challenges into new opportunities to stimulate circularity, so that we can enable customers and consumers to contribute to a more sustainable future.

Aligned in the collective mission to reduce waste through a circular recycling system, the collaboration will provide a new packaging offering for Loop while advancing Tupperware's No Time to Waste initiative to significantly reduce single-use plastic and food waste by 2025. TerraCycle's Loop platform is specifically aimed at greatly improving the delivery, design and features of consumer products and packaging. Tupperware is the first reusable plastic container brand partner for Loop, adding to the platform's catalogue of reusable glass and metal containers. Loop's brand partners will have the opportunity to access enhanced options to package, store and ship products to U.S. consumers through a collaboration with Tupperware.

"From our start nearly 75 years ago, Tupperware has been the leader in reusable, environmentally friendly and long lasting products in homes around the world," said Patricio Cuesta, President of Commercial Worldwide at Tupperware Brands.

"By teaming up with Loop, we are excited to use our knowledge in product design and reusability to contribute to the circular recycling model. This partnership also allows us to learn more on how to address single-use plastic in the packaging of our own products to make it more sustainable for the future. 

"We look forward to teaming up with other brands to collectively work to nurture a better future for our planet and communities by finding solutions to reduce waste across consumer touch points."

Loop is a global reuse platform that partners with brands and retailers with the objective of shifting from a disposable to a durable supply chain where manufacturers own their packaging in the long term. In this model, consumers do not own the package yet they own the product within. Products available on the Loop platform are packaged and shipped directly to consumers in a specially designed tote. Once used, products are retrieved through free at-home pickup, then cleaned, refilled and reused - creating a first-of-its-kind circular packaging system. In 2021, along with online shopping, Loop customers will be able to participate in Loop at its retail partners in-store locations.

"We couldn't have a more qualified partner than Tupperware to be our first plastics container brand partner," said TerraCycle and Loop CEO Tom Szaky. "Their long heritage and knowledge in durable, reusable product development makes them a valuable resource to our partners who are looking to improve the design and functionality of their packaging."