The former CEO of ASDA has expressed the bald reality that ‘all plastic packaging will reach landfill or the bottom of the ocean sooner or later’, and urged supermarkets to stop using plastic packaging.  This is a welcome clarion call, but with sources indicating that ‘annual consumption of plastic bottles alone is set to top half a trillion by 2021, far outstripping recycling efforts’, a gear change is needed.  The model of one-use packaging is not sustainable, and needs to be replaced by smart refillable alternatives, without loss of ease for the consumer. This is a huge challenge, but with advances in logistics and the increasing interconnectivity offered by the Internet of Things, there has never been a better time to challenge the one-use-package paradigm.