The On-Pack Recycling Label (OPRL) has been rebranded to appeal to a more corporate audience.
It has been done with the aim of doubling membership of the scheme over the next three years.
On-Pack Recycling Label Ltd, which delivers the scheme that helps people to understand whether packaging can be recycled, is investing in improved member support and public outreach as part of its growth strategy.
The company will also adopt the acronym OPRL as its brand name, as this is widely used in the industry.
OPRL chair Jane Bevis said: “This is the most public aspect of the changes we’ve been putting in place over the last 18 months as part of a major growth strategy for OPRL.
“We have over 160 loyal members, many of whom have worked with us in engaging consumers in recycling since we launched in 2009. Over the next 12 months we will be rolling out further improvements to member benefits and support with the aim of doubling our membership by 2018.
“The new website, www.oprl.org.uk, and our new branding will help us deliver for our members, and support consumers as they search for help in understanding recycling.”