A new shopping platform unveiled yesterday at the World Economic Forum could be one of the most significant advances in packaging to date. The new Loop circular shopping platform allows customers to responsibly consume products in high-quality, reusable packaging that can be returned and refilled multiple times before ultimately being recycled. The first-of-its-kind platform is supported by some of the world’s biggest brands including Coca Cola, Unilever, Nestlé, Procter & Gamble, Mondelez International, and Danone. Loop is a business venture of New Jersey-based waste management company TerraCycle, the company that made a name for itself collecting non-recyclable waste and turning it into new products. Its founder and CEO, Tom Szaky, recreates the “the milkman model” by collaborating with top brands, global retailers, and package delivery and waste management companies. Apart from having extensive environmental benefits, which have been proven and verified in Life Cycle Assessments, the new circular shopping platform will elevate the consumer’s brand experience with waste-free, premium products. Loop will launch in the United States and France this spring as a pilot. Additional markets are expected to launch throughout 2019 and 2020. How Loop works: Consumers will go to Loop’s websites or Loop partner retailer’s websites and shop for brands redesigned to be packaging waste-free Consumers receive their products in Loop’s exclusively designed shipping tote that eliminates the need for single-use shipping materials like cardboard boxes Consumers enjoy their premium product while eliminating the worry of packaging waste When …