Why this revolutionary reusable packaging platform failed—except in France
Six years ago, a platform called Loop launched with a bold idea: What if common mass-market products—like Tide detergent or Pantene shampoo—came in reusable packaging instead of single-use plastic?
The concept took inspiration from the traditional milkman model. Customers would leave empty containers at their doorsteps (or later, return them to participating stores). Loop would collect, sanitize, and refill them, ready to be sold again. Rinse and repeat.
Big brands, somewhat surprisingly, signed on quickly. Some developed custom packaging, such as a sleek stainless steel container for Häagen-Dazs ice cream. Major retailers, including Walgreens and Kroger, agreed to join pilots. Consumers liked the idea: when the first U.S. pilot launched with 10,000 customers, nearly 100,000 others joined the waitlist. Loop expanded pilots to other countries.
But the pilots ultimately didn't scale up, and eventually shut down—except in one place. In France, Loop is now in hundreds of stores, and selling more than 400 items, from food to personal care products. It expects to be in as many as 800 stores by the end of the year. It's also finally profitable. We talked to the founders about why the model failed in the U.S., but worked in France.
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