The UK’s long-awaited Deposit Return Scheme (DRS) has been given a new identity, with the Deposit Management Organisation (DMO) unveiling ‘Exchange for Change’ as its official trading name and brand ahead of the scheme’s planned launch in October 2027.
The rebrand is designed to simplify messaging around the scheme and make its purpose clearer to consumers: to improve the direct link between returning empty drinks containers and delivering environmental benefits. Exchange for Change will be responsible for running the DRS across England, Northern Ireland and Scotland, following agreement between UK governments on a single scheme covering PET plastic bottles and cans.
The new name and visual identity aim to build early public recognition as retailers continue to prepare for implementation. Costs include significant operational investments in equipment such as reverse vending machines, alongside take-back infrastructure and staff training.
Russell Davies, CEO Exchange for Change, said: “Our new name reflects what this scheme is about: making a simple change that has the power to transform streets, communities and recycling habits across the UK.
“We’re excited to take this next step and will keep working closely with partners across the UK, supporting them in preparing for the launch of the scheme and making sure that together we deliver real change and a scheme that works for everyone.”
Suntory Beverage & Food GB&I is among the drinks businesses which have broadly welcomed the move, highlighting the importance of clear communication as the scheme moves closer.
“We welcome this new identity for the UK Deposit Management Organisation, communicating the simple act of returning drinks containers for a deposit to help drive real environmental change,” Elise Seibold, chief operating officer at Suntory Beverage & Food GB&I, said.
“Ahead of the October 2027 launch date, we are committed to working collaboratively to deliver a UK scheme that works for everyone – drinks producers, consumers, retailers and wholesalers alike. Together, we can create a scheme that reduces litter, bolsters recycling efforts and shapes a more circular economy for our drinks containers.”
For retailers, the rebrand marks another step towards greater clarity after years of uncertainty around the scheme’s scope, timing and operational details. While challenges remain – particularly around store space, costs and customer engagement – the DMO has signalled that further guidance and industry engagement will follow as Exchange for Change ramps up activity over the next two years.
The DRS will require consumers to pay a small deposit when purchasing eligible drinks, which is refunded when the empty container is returned for recycling. Ministers and environmental groups argue the scheme will significantly reduce litter and boost recycling rates, while retailers and producers continue to push for practical implementation that minimises disruption at store level.
