Welcome to Alupro’s 2023 Impact Report, showcasing our unwavering dedication to advancing aluminium recycling across the UK. Across 12 commitments, we achieved record-breaking milestones in sustainability, innovation, and public engagement, with 162,000 tonnes of aluminium packaging recycled—more than ever before.
Through impactful programmes like Every Can Counts, MetalMatters, and Foil in Love with Recycling, we partnered with councils, educators, and communities to inspire real change. Join us in celebrating these achievements as we continue shaping a circular future, where aluminium packaging remains a cornerstone of sustainability.
1
We wanted to recycle more aluminium packaging.
In 2023 over 230,000 tonnes of aluminium packaging were used in the UK. This included 12 billion drink cans, 500 million aerosols and billions of aluminium foil trays and confectionary wrappers, as well as wrapping foil, closures for bottles and aluminium tubes.
162,000 tonnes
of aluminium packaging were recycled – more than any other year on record! That means…
81
of drink cans
were recycled
68
of all aluminium
packaging was
recycled
2.3 Million
tonnes of carbon were saved as a result of using this recycled aluminium packaging versus using new metal!
2
WE BELIEVE THAT PEOPLE POWER = PLANET POWER.
Every Can Counts is an industry-funded programme which inspires, encourages and empowers people to recycle their empty drink cans, wherever they are. It has been adopted in 21 countries globally!
EVENT
ACTIVATIONS
13 festivals and events
5 Every Can Counts event installations
1,445,000
total event footfall
MEDIA
COVERAGE
219 online, print and radio pieces
13,200,000
total reach
SOCIAL MEDIA
IMPACT
123,059 content interactions
7,641,351
total reach
3
We wanted to make MetalMatter.
MetalMatters is a behaviour change programme which raises the recycling rate of all aluminium and steel packaging used within the home. We partner with Local Authorities to deliver MetalMatters to their residents and measure the campaign’s impact.
METALMATTERS
PROGRAMME statistics
600,000
households engaged
500+
tonnes of extra metal recycled
7
council partnerships
4000+
tonnes of carbon saved from using this recycled metal vs new metal
4
We wanted the public to Foil in Love with Recycling.
Funded by Alupro, this programme partners with Local Authorities to raise the recycling rate of aluminium foil packaging within kerbside systems. It communicates clear instructions about the different types of foil packaging that can be found at home and how to present them for recycling.
Foil in Love with Recycling
campaign statistics
1 council
partnership
with Leeds City Council
14,000
households
directly targeted (leaflets)
360,000
households
targeted via social media
5
We wanted to empower more children and young people to recycle.
Our education programmes are designed for key stage two and three students. They feature free teaching resources and competitions that incentivise students and teachers to take part and demonstrate that they understand how to recycle their packaging and why it’s important!
LEARNING ALUMINIUM
Programme statistics
134,027
website visits
87,000
pupils reached
2,900
resources downloaded
182
competition entries
6
We wanted to show people the magic of the aluminium recycling process.
Our film ‘Secrets of Aluminium’ shows viewers what happens to aluminium packaging after its placed in the recycling bin. From shredding and remelting, to being transformed back into packaging, the film is fun, informative and reached new audiences.
Watch video below
The Secrets of Aluminium
BY Aluminium Packaging
3,700,000
total reach
1,000,000
viewers watched 95% of the three minute film
15,000
visitors to the dedicated web page
7
We wanted to improve understanding of foil recycling.
#FoilFriday was developed to target UK residents and increase their understanding of aluminium foil recycling.
Foil Friday
campaign statistics
109
Resources Downloaded
1,872
webpage visitors
over 100
councils used our campaign
8
We wanted to partner with more local authorities.
Local authorities are the front line of recycling the UK’s waste. We want to support them and empower residents, through impactful and effective communication tools.
122 Local authorities
partnered with us during 2023 across all of our programmes.
9
We wanted to drive innovation through collaboration.
The UK Aerosol Recycling Initiative, managed by Alupro, has brought together the aerosol value chain, from brands and designers, to waste collectors and recyclers, to improve aerosol recycling rates across the country.
A ROADMAP TO INCREASING UK AEROSOL RECYCLING
Last year we published ‘A roadmap to increasing UK aerosol recycling’. We also welcomed several new members including Henkel, Lindal Group and Clean Eco Group.
10
We wanted to put the spotlight on aluminium.
We sit on advisory committees and expert panels for government and other stakeholder groups to ensure that our members are well represented and always treated fairly.
9 Consultation responses
on key issues impacting our sector’s sustainability
14 Conference speaking SLOTS
where we argued for fair and effective reforms to government policy that drive recycling rates higher
47 Published thought-leadership pieces
to share our insights
We have updated and distributed our Aluminium Manifesto, which outlines the support needed from governments to achieve higher recycling rates. The updated version provides clearer, more actionable insights and emphasises the shared steps required to meet global sustainability goals.
11
We wanted to build lasting positive partnerships.
From inspiring students with engaging educational resources to collaborating with communities through initiatives like MetalMatters, our partnerships create real impact. Together, we’re driving change and making recycling more effective for everyone.
HERE IS WHAT THEY HAVE TO SAY:
Education resources:
“The resources are brilliant as they have child-friendly graphics and are incredibly informative and engaging.”
Mrs Kerr-Delworth, Thomas Russell Junior School
MetalMatters:
“The MetalMatters campaign is a fun, engaging way to communicate with our residents. The RECAP Waste Partnership are delighted with the results and the amount of additional metal that were collected due to the campaign.”
Bryony Rothwell, RECAP Cambridge.
12
We want to look to the future.
Aluminium packaging is recyclable, highly recycled and very effective at preventing waste; it is ideally suited for a circular future.
Driving Progress Together in 2024
In 2024, we’re working hard to expand our programmes, make exciting new partnerships and extend our work into new areas.
We want to support our members in new ways, that meet the needs of their businesses.
Get in touch and find out how we can support your business today!
