NOMO partnership aims to make recycling easier

By Bethan Grylls

- Last updated on GMT

NOMO and Bower reward consumers for recycling. Credit: Getty/We Are
NOMO and Bower reward consumers for recycling. Credit: Getty/We Are

Related tags Investment Sustainability Innovation

NOMO is rewarding consumers for recycling following the unveiling of a new app its created in partnership with Bower.

Using the Bower app, consumers of the free-from and vegan chocolate will be able to scan the packaging before recycling it; and by doing so, earn rewards.

This move from NOMO comes at a critical time, as the UK seeks to improve recycling rates and reduce ‘wishcycling’ – the act of throwing something away in the hope it’s recyclable. Whilst well-intention, the latter can have serious consequences, including ruining an entire batch of recyclable material resulting in it being low quality or even ending up in landfill.

Just over half of packaging is correctly sorted in the UK, with only 44.6% properly recycled, according to Bower.

The Swedish trailerblazer is working to address this – and has been making waves already. More than 72m items of packaging have been correctly sorted with Bower, translating to over 5,800 metric tonnes of CO2​ saved as a result.

“NOMO is passionate about creating delicious vegan and free from chocolates which have a positive impact. Partnering with Bower will help us to continue our commitment to sustainability by making it easier for consumers to recycle our packaging responsibly,”​ said Jac Tyrrell, brand manager for NOMO. “This collaboration represents a significant step forward in our mission to making recycling easy and accessible, empowering people to make sustainable choices.” ​ 

By educating consumers about appropriate recycling methods, this partnership aims to help ease the challenges faced by local authorities in managing multiple recycling categories.

"We're proud to partner with NOMO on this innovative initiative,"​ added Suwar Mert, co-founder and CEO of Bower. "Our mission is to make recycling straightforward and a rewarding no-brainer after the moment of consumption, and this partnership is a significant stride towards that goal."​ 

Since its inception in 2019, Bower has expanded beyond the Nordics and continues to gain momentum as a game-changer in recycling initiatives worldwide. It launched in the UK late last year. 

In other news, Food Manufacture hears from the CEO of Respira on why greenhushing can be so damaging.

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