The World’s Biggest Brands Want You to Refill Your Orange Juice and Deodorant. P&G, Nestlé and others try to curb plastic waste; Tropicana in glass bottles, Tide in metal cans

By Saabira Chaudhuri

Jan. 24, 2019 3:00 a.m. ET

The world’s biggest makers of shampoo, detergent and packaged food will test selling their products in reusable containers, adopting a milkman-style model to address mounting concerns about plastic waste.

Procter & Gamble Co. PG -1.20% , Nestlé SA, NSRGY +0.50% PepsiCo Inc. PEP -1.00% andUnilever UL -0.90% PLC are among 25 companies that, this summer, will start selling some products in glass, steel and other containers designed to be returned, cleaned and refilled.

Critics question whether the project will achieve scale in the face of high costs and entrenched consumer behavior. But, if successful, the companies say the efforts will reduce waste from single-use packaging. It could also be a way to woo eco-conscious consumers, glean data and foster brand loyalty.

“I sometimes wonder if it’s a fair accusation that we’re in the branded litter business,” Unilever Chief Executive Alan Jope said at a conference Tuesday, adding that the company must do more on plastic waste. “That’s what people care about right now.”

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