Ocado Retail is trialling the first ever digital recycling reward scheme, paying customers 20p for each piece of packaging they scan and recycle using their smartphones.
The new app-based digital deposit return scheme is being run in partnership with recycling company Polytag and operates via the Bower app.
The new digital deposit return scheme will allow customers to scan one of the unique QR codes printed onto Ocado’s own-brand four- and two-pint milk bottles which have seen their prices reduced to £1.45 and £1.20 respectively.
The first 20,000 codes scanned will send customers a 20p reward to their digital wallet – the same amount that will be redeemed in the upcoming Deposit Return Scheme once it is rolled out in 2025.
Customers will then be able to withdraw the 20p from their bank account, a move which it is hoped will help demonstrate the viability of the DDRS.
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“To be able to launch a workable digital deposit return scheme that actually pays consumers back for recycling is a game-changing move for recycling and the circular economy in the UK,” said Ocado senior packaging and sustainability manager Laura Fernandez.
“We already know that Ocado shoppers have an appetite for such a scheme as when we surveyed them last year, 80% were likely or very likely to scan a QR code for a deposit return.”
Polytag CEO Alice Rackley said the scheme was the “next step” in demonstrating the viability of a DDRS in the UK.
“In its response to the DRS consultation in January, the UK government encouraged innovators to continue to demonstrate that the technology for a DDRS exists,” she said, adding they would conduct further proof of concept research following the trial.
“We are excited to analyse consumer interaction with the codes, and strongly believe this could be a breakthrough moment when it comes to recycling in the UK.”
The codes, printed by Interket UK, can only be scanned once, preventing consumers from repeatedly claiming back a deposit from the same pack.
Bower ceo and founder Suwar Mert said that the scheme offered a “pioneering technology” which would help consumers.
“Over 500,000 users are already using the app and get rewarded not only for their bottles and cans but for all packaging with a barcode. We can elevate the recycling rates and put speed and scale behind the transition towards a circular packaging economy.”
