June 16 marked World Refill Day 2025, and this year’s spotlight was on bold industry moves and grassroots innovation Ahmed at reducing single-use plastic.
One of the biggest headlines came from Unilever, which acquired Wild—a UK-based personal care brand known for its refillable deodorant, body wash, and lip balm.
Since its founding, Wild has diverted over 750,000 kg of single-use plastic, and its partnership with Unilever is expected to scale these efforts globally.
The acquisition is part of a broader trend: refill and reuse systems are gaining traction across sectors. In Glasgow, the “Borrow Cup” initiative lets customers at major chains like Costa Coffee and Burger King opt for reusable cups with a small deposit.
These cups can be returned, swapped, or reused, and early data suggests they outperform disposables after just three uses.
Meanwhile, the Refill Coalition—featuring retailers like Aldi and Ocado—has been testing in-store and online refill systems. Results show strong consumer satisfaction, with 96% saying they’d repurchase refillable products and 86% returning containers even without deposit incentives.
However, not all news was celebratory. Coca-Cola faced criticism for reintroducing single-use bottles in Samoa, reversing a successful reusable glass system.
Environmental advocates warn this move could overwhelm the island’s limited recycling infrastructure.
Despite setbacks, the momentum is clear. With new EU regulations setting reuse quotas and consumer interest rising, World Refill Day 2025 has become more than symbolic—it’s a call to action for businesses, governments, and individuals to rethink packaging from the ground up.
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