We wanted to create a chain reaction.
One where every recycled drink can, empty aerosol or foil tray combines to drive real change.
In 2025, 150,684 tonnes of aluminium packaging was recycled.
A simple action that created a much greater impact, saving 1.3 million tonnes of carbon by using recycled aluminium packaging to make new products instead of new metal. And that’s just the beginning of the story.
Explore how each programme helped turn everyday actions into lasting impact.
Every Can Counts
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!
The UK uses around 12 billion aluminium drinks cans annually, boasting a market-leading recycling rate of 82%. Thanks to a highly efficient “closed-loop” system, an empty can recycled at your kerbside can be melted, re-rolled into a new sheet, and back on a supermarket shelf in just six to eight weeks.
MetalMatters
MetalMatters is an industry-funded behaviour change programme which raises the collection rate of metal packaging used within the home. We partner with Local Authorities to deliver MetalMatters to encourage residents to recycle their metal packaging.
MetalMatters has been motivating householders across the UK to recycle more metal packaging since 2011. The programme has successfully partnered with over a quarter of UK councils and targeted over nine million households!
Education
Our education programmes are designed for pupils between 7 and 16, with tailored resources themed to each cohort. Featuring free teaching resources and competitions that help learners understand how to recycle their packaging and why it’s important!
Learning Aluminium: Managed by the Aluminium Packaging Recycling Organisation (Alupro), this digital platform offers free, curriculum-linked activities for students across Keystages 2-4’. The resources integrate recycling education into subjects like geography, science, English, and design technology.
Foil in Love with Recycling
This programme partners with Local Authorities to raise the collection rate of aluminium foil from households. It communicates clear instructions about the different types of foil items that can be found at home and how to present them for recycling.
Aluminium foil can be found in many different formats throughout the home however, it regularly tops WRAP’s annual Recycling Tracker Survey as one of the most confusing packaging formats for consumers to recycle. ‘Foil in Love with Recycling’ gives consumers clear guidance on how to identify, prepare and present foil for recycling though kerbside.
Public Affairs
As the voice of the aluminium packaging value chain, we ensure that our members are well-represented with governments across the UK. Advocating for fair and effective policy that boosts the aluminium circular economy, we sit on advisory committees and expert panels for government and other stakeholder groups.
Aluminium is the ultimate packaging material for the UK; however, the industry is facing challenges. It strives to decarbonise whilst tackling growing costs that challenge competitiveness. The solution is to secure the supply of raw materials, in our case used aluminium packaging generated in the UK which can be utilised over and over again to make new products. Harnessing this circularity is essential to ensuring the sustainability of this economic success story.
UK Aerosol Recycling Initiative
The UK Aerosol Recycling Initiative is an industry-funded collaborative project which aims to improve national aerosol recycling performance.
Across the aerosol supply chain, there is growing pressure to demonstrate widespread progress when it comes to recycling. The UK Aerosol Recycling Initiative is demonstrating that education and awareness initiatives are essential to delivering positive behavioural change.
Partnerships with 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.
Hear from our partners
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.
“In September and October 2025, Westmorland and Furness Council partnered with Alupro to deliver a kerbside foil-recycling improvement campaign. The initiative was highly successful, reaching tens of thousands of households and encouraging residents to recycle more of their aluminium and steel packaging. The campaign’s bright, dynamic and engaging communications helped drive noticeable increases in the amount of metal collected through kerbside services.”
Comment from Katharine Banks, Westmorland and Furness Council (Foil in love with recycling campaign)
‘Calderdale Council worked with Metal Matters in autumn 2025 as part of activity to encourage residents to think more about recycling metal packaging and the environmental impact of doing so. The campaign was delivered to households across the borough and focused on improving awareness of metal recycling through kerbside collections. Following the campaign period, the Council observed an increase in the amount of metal packaging collected through household recycling.’
Comment from Mark Broadbent, Calderdale Council
Driving Progress Together in 2026
In 2026, we’re working hard to expand our programmes, develop 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.
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Join us and help to shape the future of aluminium packaging recycling
