Its practically impossible to recycle old chip bags, detergent pouches and bubble wrap. These flexible items are too costly for waste collectors to sort and process, so most of them end up in landfills.

But not in Pottstown, Pennsylvania.

On Monday, the borough launched a new recycling program that will allow 8,000 households to throw flexible plastic packaging into their curbside recycling bins with the rest of their cardboard, scrap paper and cans.

Local waste company J.P. Mascaro & Sons will sort and separate the materials at its Total Recycle facility and send the problematic plastics to companies that plan to make new products out of them things like drainage equipment and floor mats for cars.

Backed by a coalition of plastic manufacturers, retail giants and brands, this new effort is designed to divert tons of plastics from landfills. J.P. Mascaro plans to roll out the program to more Pennsylvania towns before the end of the year.