GSK offers toothpaste tube recycling in U.K.

GlaxoSmithKline (GSK) is launching a recycling fundraiser program under its Aquafresh brand in the U.K.

Dubbed the Aquafresh Oral Care Brigade, the program encourages children and youth groups to collect and recycle old toothbrushes and toothpaste tubes, which cannot normally be recycled.

The consumer healthcare firm is partnering with the recycling firm TerraCycle, which will then create products such as pencil cases and pen holders out of the materials. For every product sent to TerraCycle, children earn two points. The points can then be redeemed toward charitable gifts for the school of charity of their choice.

This is the first such initiative of its kind in Europe, according to GSK.