A collaboration between major oral care manufacturers and WRAP has eliminated contamination from 252 million toothpaste tubes annually by redesigning packaging to use mono-material high-density polyethylene (HDPE) construction. This traditional construction rendered tubes unrecyclable and generated significant contamination issues in plastic bottle streams. The redesign also tackles a major wish-cycling problem, with toothpaste tubes ranking as the UK's second most commonly misrecycled household item. Previously, 25 per cent of households incorrectly placed unrecyclable tubes in recycling collections, creating contamination that required manual removal at processing facilities. Currently 37 local authorities collect toothpaste tubes at kerbside, covering approximately three million households.