The Prevented Ocean Plastic logo first appeared to consumers on a product five years ago- on packaging for chilled fish sold in LIDL UK stores. Today it is visible across a wide range of applications including cosmetics, household and cleaning products, health and personal care, pet care, and food and drink. Early users included Sainsburys and Childs Farm, while LVMH shipped its first wine bottled in Prevented Ocean Plastic in 2023, and British cosmetics retailer LUSH began adopting the material in 2024. LUSH first introduced Prevented Ocean Plastic bottles in the UK, then expanded across Europe, and has since rolled out across eight Asian markets, with further global expansion ongoing.
More recent adopters include Scottish Fine Soaps, Give Me Cosmetics and Salt of the Earth deodorant, reflecting continued momentum across both established and emerging brands.
Brands incorporating Prevented Ocean Plastic have also received industry recognition, reinforcing that recycled content no longer requires compromise on performance, safety or brand quality. Lidl was awarded Sustainable Initiative of the Year at the Retail Industry Awards, LUSH was recognised in the Ocean Friendly category of the Marie Claire Sustainability Awards, and Staeger Clear Packaging received a Queen’s Award for Enterprise in Innovation for its use of Prevented Ocean Plastic in PPE manufacturing during the COVID-19 pandemic. The Prevented Ocean Plastic programme itself is a three-time nominee for the Earthshot Prize.
Each product using Prevented Ocean Plastic supports:
- The prevention of ocean plastic pollution
- More reliable income opportunities and improved working conditions in coastal communities
- The development of a more just and equitable circular economy
Raffi Schieir, Director of the Prevented Ocean Plastic Programme, said:
“Reaching 1,000 products shows that responsible sourcing in recycling can continue to scale. This milestone reflects the commitment of the entire supply chain to create value for collectors, recyclers, and manufacturers, brand partners, and shoppers- working together to prove that environmental responsibility and commercial performance are not opposing forces.”
