An initiative to prevent marine pollution has resulted in over 1,000 products being packaged in recycled plastic sourced from vulnerable coastal communities. The Prevented Ocean Plastic (POP) scheme celebrated its fifth anniversary by announcing it had met the latest milestone figure, with brands from Lidl to LVMH now using its fully traceable and compliant recycled materials. “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,” he said. The scheme, operated by UK plastic recycler Bantam Materials, has worked with local partners to prevent over three billion plastic bottles from entering the ocean since its launch in 2020. LVMH shipped its first wine bottled with prevented ocean plastic in 2023, said the statement, while cosmetics retailer Lush began using the material in 2024.