Reusable bottles are the latest solution in the fight against plastic waste, and UK-registered charity REUSE Foundation is leading the charge. The foundation has officially launched its nationwide initiative, “Bottles for Good”, which aims to reduce plastic waste while supporting reuse solutions in rural India.
The campaign, which was launched on Friday 7 November, 2025, invites refill stores both online and brick-and-mortar to get involved. By participating, stores will receive free high-quality reusable bottle bundles, helping to cut plastic waste in the UK while also supporting reuse initiatives in India.
The issue of plastic waste is a pressing one, with UK households discarding an estimated 1.7 billion pieces of plastic packaging every week, totaling nearly 90 billion a year. Much of this plastic is single-use and unrecyclable, ending up in landfills, incinerators, or even being exported with the risk of environmental leakage.
Meanwhile, in rural India, 70% of plastic waste is mismanaged, with volumes doubling every few years. This has a significant impact on health, agriculture, and livelihoods in these communities.
The “Bottles for Good” campaign offers a practical and scalable solution for refill stores to help seed reuse habits locally while also having a global impact. By participating, stores can make a real difference in reducing plastic waste and supporting communities in need.
Participating refill stores will receive free bundles of high-quality refillable bottles, along with stainless-steel push-pumps and caps. They will also have access to ready-to-use marketing materials and social media mentions from REUSE Foundation. The stores will keep full control of retail pricing, with the foundation simply suggesting that approximately 50% of each sale is donated to fund reuse solutions in India. The remaining funds will go towards supporting the store.
Every product sold through this initiative will support women-led reuse initiatives in India. These initiatives focus on training women, many of whom were formerly marginalized waste-pickers, to deliver household refills and replace single-use sachets and bottles.
For customers, this campaign offers the chance to reduce plastic waste at home and support international social impact at the same time.
Roger Sharp, trustee of REUSE Foundation, emphasized the importance of refill stores in making reuse second nature, saying, “Bottles for Good gives UK refill stores a simple way to seed reuse habits and help customers start their journey with refills.”
The foundation is calling on UK refill stores to join the campaign today. Interested stores can sign up to receive their free bottle/refill bundle while supplies last, access campaign assets and social amplification, promote their store’s social purpose, and help scale reuse both locally and globally.
Some stores have already received their boxes and are showing their enthusiasm. Forest Friendly documented their box opening and showcased the bottles on their shelves, while Ernie’s Zero Waste Shop in Norwich also shared images of their bottles.
REUSE Foundation is a UK-registered charity (No. 1207464) dedicated to developing and supporting practical solutions that reduce reliance on single-use plastic and deliver change at scale. While the foundation may be relatively new, it is already backing a breakthrough reuse-model pilot in rural India and has conducted a global survey of reuse practitioners.
For press enquiries, interviews, or high-resolution imagery, please contact Roger Sharp at roger@reusefoundation.org. Follow @reuse.foundation on social media and use the hashtags #BottlesForGood, #RefillNotLandfill, and #Reuse to join the conversation.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.