The milkman gets an eco-makover as refill service knocks on door

Unilever-backed Loop launches ambitious bid to deliver refills of staple goods to households

The home delivery model pioneered by milkmen is getting a 21st century makeover as part of the war on plastic. A major new online service backed by the world's biggest brands will deliver products ranging from soft drinks to washing powder and shampoo in refillable containers to your front door.

The Loop, which launches next month, is one of the most ambitious attempts yet to eliminate plastic waste from the weekly shop. It is backed by major consumer goods companies Unilever and PepsiCo, who have created eco-versions of popular brands including Tropicana, Persil and Hellmann's, to sell via the website.