What iff you fell in love with recycling again?
Recycling is like love. It goes round and round when we all take care of what we put into it.
Love may make the world go round, but recycling makes materials go round in the UK. Every time you recycle, you show the planet a little love. Recycling means we do not need to keep making new products and packaging from virgin materials. Instead, we can use the recycled material collected and processed by companies like Biffa.
When we keep recycling in the UK, those materials also do not need to be shipped around the world. That means fewer miles travelled and fewer resources used. Keeping materials going round and round here in the UK reduces waste, cuts carbon emissions and supports jobs. That’s why this Valentine’s Day we’re asking people to fall back in love with recycling.
At Biffa, we enable the circular economy by providing sustainable waste management solutions for businesses and households throughout the UK, helping goods and materials to be redistributed, recycled and recovered. A big part of this is innovating to protect resources and create useful new products from recyclable material.
The Biffa and ReBorn partnership is a great example of how businesses can work together to keep plastic in use for longer. Plastic collected by Biffa in the UK is recycled and turned into high-quality material, which ReBorn uses to create stylish homeware made in Britain. Instead of relying on new plastic or long supply chains, waste is transformed into products designed to be used, loved and recycled again. The partnership shows how everyday recycling can support UK jobs, cut carbon and turn waste into something useful for the home. And this Valentines, Biffa and ReBorn have gone one step further to help the UK fall back in love with recycling by releasing a sleek, limited-edition food waste kitchen caddy.
When we keep recycling in the UK, those materials also do not need to be shipped around the world. That means fewer miles travelled and fewer resources used. Keeping materials going round and round here in the UK reduces waste, cuts carbon emissions and supports jobs. That’s why this Valentine’s Day we’re asking people to fall back in love with recycling.
At Biffa, we enable the circular economy by providing sustainable waste management solutions for businesses and households throughout the UK, helping goods and materials to be redistributed, recycled and recovered. A big part of this is innovating to protect resources and create useful new products from recyclable material.
The Biffa and ReBorn partnership is a great example of how businesses can work together to keep plastic in use for longer. Plastic collected by Biffa in the UK is recycled and turned into high-quality material, which ReBorn uses to create stylish homeware made in Britain. Instead of relying on new plastic or long supply chains, waste is transformed into products designed to be used, loved and recycled again. The partnership shows how everyday recycling can support UK jobs, cut carbon and turn waste into something useful for the home. And this Valentines, Biffa and ReBorn have gone one step further to help the UK fall back in love with recycling by releasing a sleek, limited-edition food waste kitchen caddy.
Love Recycling and do it in style
If kitchens could send one another Valentine’s Day gifts, they wouldn’t send a dozen red roses. They would send the limited-edition Biffa branded ReBorn food waste kitchen caddy.
The ReBorn kitchen caddy is a cleverly designed 5-litre food waste bin made from 100% recycled polypropylene sourced from Biffa’s UK recycled plastic streams. It fits neatly on your countertop and has a secure easy-open lid to lock in odours, a smooth interior for quick cleaning and an integrated handle for easy emptying. You can also hang it over a cupboard door or mount it on the wall with accessories. The stylish, practical design supports everyday food recycling, is red all over, and is basically the same as sending your kitchen a dozen red roses this Valentine’s Day!
The question is does the UK still love recycling?
If the UK had a relationship status with recycling it would be marked ‘It’s complicated’. While many UK households want to swipe right for recycling, Britons have fallen out of love with it, according to new Censuswide research commissioned for Biffa’s Love Recycling campaign:The survey revealed that the biggest recycling ick is washing out yogurt pots with 25% of respondents saying that’s their biggest hate. Around 16% admitted to not even knowing when bin day is and a quarter said they are the biggest recycling rebel in their household.
But 35% say that they would be more inspired to recycle if there were rewards for doing so, and a third (29%) said they would do more if there was clarity around what can be recycled.
Almost another third (26%) said they would recycle if their favourite celebrity told them to, with a quarter (25%) saying if recycling was a celebrity duo it would be fun and reliable Ant & Dec.
The good news is - now’s the perfect time to rekindle the old flame as the rules for household recycling are about to change. From 31 March 2026 recycling at home should get easier, as Simpler Recycling regulations for households in England means recycling will be the same for everyone no matter where you live, with Local Authorities rolling out the changes (and the new recycling bins) over the next few months.
For those in areas not currently separating recycling, you can expect some changes to your waste collection services. There could be additional containers such as food waste caddies, refreshed bin labels or colours, and in some cases, changes to timing and frequency of collections. Your Local Authority will be in touch with specific guidance, so keep an eye out.
But 35% say that they would be more inspired to recycle if there were rewards for doing so, and a third (29%) said they would do more if there was clarity around what can be recycled.
Almost another third (26%) said they would recycle if their favourite celebrity told them to, with a quarter (25%) saying if recycling was a celebrity duo it would be fun and reliable Ant & Dec.
The good news is - now’s the perfect time to rekindle the old flame as the rules for household recycling are about to change. From 31 March 2026 recycling at home should get easier, as Simpler Recycling regulations for households in England means recycling will be the same for everyone no matter where you live, with Local Authorities rolling out the changes (and the new recycling bins) over the next few months.
What is going to change?
Food waste will need to be separated from general waste and will be collected separately; paper and card will also need to be separated; and the rest of your recyclables will go together in a mixed recycling bin. About half of all Local Authorities in England already segregate these materials so the change won’t be as big for some homes as it is for others.For those in areas not currently separating recycling, you can expect some changes to your waste collection services. There could be additional containers such as food waste caddies, refreshed bin labels or colours, and in some cases, changes to timing and frequency of collections. Your Local Authority will be in touch with specific guidance, so keep an eye out.
The beginning of a beautiful relationship
So, while love may not be simple, recycling is about to be. Fall back in love with recycling again this Valentines and get your limited-edition ReBorn x Biffa food waste kitchen caddy. It could be the beginning of something beautiful.
