The Kroger Co. is partnering with an industry leader in reusable packaging.

On May 21, Loop, which bills itself as a “circular shopping system,” launched a pilot of its reusable packaging in New York, New Jersey, Pennsylvania, Maryland and Washington, D.C.

Kroger is the company’s first retail grocery partner.

First announced at the World Economic Forum in January, Loop enables consumers to responsibly consume a variety of commonly used products from leading consumer brands in customized, brand-specific durable packaging that is delivered in a specially-designed reusable shipping tote.

When finished with the product, the packaging is collected, cleaned, refilled and reused – creating a revolutionary circular shopping system.

"Kroger's commitment to embrace innovation on our path to Zero Hunger | Zero Waste aligns perfectly with Loop's mission to create a convenient circular packaging solution for consumers," says Jessica Adelman, Kroger's group vice president of corporate affairs. "We believe in giving our customers sustainable packaging choices they can feel good about. As the exclusive grocery retail partner for Loop in the United States, Kroger is taking another big step toward a world with zero waste."