PARIS — Mars Petcare announced its Perfect Fit brand will offer functional, durable packaging through a practical e-commerce shopping platform, The Loop Initiative. Through Loop, which was developed by Carrefour and TerraCycle, consumers can order name-brand products that are packaged with less waste in containers that can be returned and reused for future orders.
The pet food packaging will launch in Paris and New York in September 2019 before being rolled out to other markets in 2020. Mars’ new Perfect Fit containers are round, stainless steel and sturdy enough to be sterilized, filled and reused many times.
When it is time for product to be reordered, consumers can send the Loop team empty containers to be refilled or to be reimbursed from their initial deposit on the packaging. The Loop team will clean and sterilize containers to be re-filled and sent back to consumers.
“Innovative ideas are at the heart of our Perfect Fit brand DNA. By joining Loop, we are helping to reduce waste, encourage durable packaging and improve the daily lives of our four-legged friends,” said Olivier Péchereau, general director of Mars Petcare France. “This initiative is part of Mars Petcare’s sustainability plan which supports a circular economy to reduce packaging and waste.”
Perfect Fit cat foods include dry kibbles and fresh pouches. The diets are formulated by a team of veterinarians and pet nutritionists with the Waltham Centre for Pet Nutrition.
As of May 2019, Mars Petcare is the only pet food manufacturer to offer reusable packaging through The Loop Initiative.
Mars Petcare’s goal is to redesign all its packaging to be 100% recyclable, reusable or compostable by 2025. The pet food company has partnered with TerraCycle and other organizations that advocate a circular economy.
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