Sustainability with a system – Part 1: Reusable Packaging

Sustainability has been a major issue for years, including—or perhaps especially—in the packaging industry. Whereas sustainable packaging concepts were previously merely recommendations and a good way to attract and win over environmentally conscious consumers, they are now becoming mandatory under the PPWR (Packaging and Packaging Waste Regulation). With the new EU regulation, which came into force on February 11, 2025, and will apply from August 12, 2026, the “green” requirements for packaging are increasing significantly. The directive makes design for circularity, minimized material use, and traceability in functioning cycles legal requirements. In addition, brands that communicate (or wish to communicate) sustainability will also have to prove it in future – by means of technical documentation that demonstrates the recyclability, material use and, where applicable, reusability of their packaging in accordance with the PPWR.

Reusable and refillable: two systems with the same goal but different approaches

Packaging should no longer just be designed to conserve resources, but ideally also remain in circulation for the long term. But how can this be achieved in practice? Two established systems are coming to the fore: reusable and refillable. Both concepts address the central goals of the PPWR, but with divergent approaches and mechanisms that in turn present different challenges. Reusable solutions are based on closed return systems with as many cycles as possible. Their application is primarily an infrastructure issue. Refill models, on the other hand, shift responsibility more toward consumers and place different demands on design and user guidance. In our two-part series on “Sustainability with a System,” we take a differentiated look at both systems, starting with reusable. Refill will then take center stage in the second part.

Reusable packaging needs a system – and genuine recyclability

Reusable models rely on robust packaging that is designed for the longest possible use and embedded in mandatory return systems with clear, automated processes. After collection, cleaning, and return to the manufacturer, they are refilled and find their way back onto the store shelves. The more often packaging remains in circulation, the better its environmental balance. However, this effect can only be achieved if infrastructure, logistics, and user behavior are effectively coordinated. Here is an overview of the most important success factors for functioning sustainable reusable structures:

– Modularity and standardization: formats that are easy to collect, clean, and refill
– Digital tracking: for traceable circulation and transparent reports
– Consistent design: functional over many cycles, designed to save material, and at the same time highly communicative at the point of sale (POS)
– User-friendliness: simple, intuitive, and low-threshold return

Reusable packaging in practice: Circolution and CU Mehrweg

After these theoretical discussions, it is time to analyze reusable packaging in practice. To do this, we will look at two reusable packaging systems that are already in use: Circolution and CU Mehrweg. Both are young German start-ups whose high-quality packaging solutions are already being used by well-known companies.

Circolution: Stainless steel containers with plastic lids

Circolution GmbH, based in Frankfurt am Main, rents out high-quality reusable stainless steel containers with plastic lids, takes care of the return logistics, and offers a scalable approach called “packaging as a service” that shows how reusability can work beyond the beverage sector today. A huge advantage is that this system uses existing infrastructure. The used stainless steel containers, which are called “Anita,” can be conveniently returned via standard deposit machines in participating supermarkets. Since the return system is centrally organized, the effort for consumers is reduced—and so is the hurdle to returning the containers.

The Circolution concept has impressed multinational food company Nestlé, among others, so that consumers can now buy the popular Nesquik cocoa powder in Anita containers, for example. The functional reusable packaging with an aluminum plate to protect the respective product does not detract from the brand image. On the contrary: with labels that provide consumers with the most important information and also ensure differentiation on the shelf, it has even been specially optimized for this purpose. Circolution’s stainless steel container can be used in a variety of ways – for cocoa and coffee, for example, but also for other dry or chilled foods.

Every Anita packaging item is equipped with an intelligent tracking system so that it can be tracked from station to station throughout the entire reuse cycle. This complete tracing enables precise control and optimization of the reusable cycle. According to internal life cycle assessments by Circolution GmbH, the stainless steel container can save approximately 36 kilograms of glass over the course of 80 life cycles, which would otherwise be required for similar disposable packaging made of heavy, breakable, and difficult-to-recycle materials. Only after five cycles does the ecological impact of an Anita packaging correspond to that of a single comparable disposable glass packaging. In addition, the company deliberately focuses on regional infrastructure development in order to keep transport routes short and fully exploit the “green” advantages of the reusable system.

CU Mehrweg: transparent plastic containers made of polypropylene

CU Mehrweg from Mannheim pursues a similar approach to Circolution, with differences in the details. The company offers a standardized reusable system for food retailers. The focus is on transparent plastic containers made of polypropylene (PP), which are particularly suitable for dry foods such as legumes, nuts, and muesli. The packaging is robust, practical, stackable, and can be easily returned via existing reverse vending machines in participating supermarkets. When purchasing the respective product in the CU reusable container, the consumer pays a deposit of 50 cents, which is refunded upon return.

Like Circolution, CU Mehrweg ensures brand differentiation through labels and relies on central cleaning and return of the reusable packaging. IFCO, an experienced packaging and logistics service provider, handles the return logistics, which further facilitates integration into existing retail structures. In addition, the containers are filled directly at the producers’ premises. This should enable the packaging solution to be introduced across the board in retail outlets.

CU Mehrweg is currently testing the PP container in collaboration with various renowned brands such as Seeberger, Müller’s Mühle, Bohlsener Mühle, and Sunflower Family in selected Edeka and Rewe stores in southwestern Germany. The goal is to develop and establish an industry-wide compatible system that meets the diverse requirements of producers, retailers, and consumers in equal measure.

When does reusable packaging pay off? A fact check on material efficiency

Both systems—Circolution’s stainless steel packaging and CU Mehrweg’s PP containers—impressively demonstrate how standardized reusable packaging can be established in food retail. They utilize existing infrastructure, bring brands to the shelf, and make sustainability visible. But how do they fare in terms of one of the primary goals of the PPWR, namely reducing material use?

To answer this question, it is worth making a concrete comparison. We looked at two different packaging options for the same product – dried legumes –: the reusable PP solution from CU Mehrweg and a classic single-use plastic tubular bag. At first glance, anyone would think that the durable and recyclable reusable packaging is much more environmentally friendly than the disposable bag, even if the latter is designed to minimize material consumption. However, on closer inspection, it becomes clear that this impression is somewhat misleading.

In a direct comparison, we focused on the weight of the single-use components of both packaging solutions. In the case of the tubular bag, this corresponds to the mass of the entire packaging, which is 100 percent single-use; in the case of the PP container from CU Mehrweg, on the other hand, only the labels, which are replaced each time the container is reused, are single-use components. The result may surprise some, as the difference in packaging waste per 100 grams of product is only 0.08 grams in favor of the reusable container. And this advantage, which is already negligible in purely numerical terms, does not even take effect immediately, but only builds up over many cycles.

The decisive factor for an all-round convincing eco-balance of the reusable container is therefore how often it is actually used and how efficiently the remaining disposable components in the system can be reduced. Our calculations have shown that the PP packaging would only be more material-efficient than the tubular bag after around 170 cycles. In practice, the number of cycles currently ranges from 20 to 50, depending on logistics, return rates, and handling. This means that reusability is not a sure-fire success, but rather a system that must be maintained, optimized, and monitored in order to fully exploit its potential.

Reusable with potential – when the system works

Material efficiency is undoubtedly an important criterion. However, the evaluation of reusable systems must not be limited to this alone, as this would not do justice to their systemic nature. Reusability offers clear advantages that play just as important a role as resource use. The PP container from CU Mehrweg is a good example of this: Apart from being robust and recyclable, it also offers space for brand presentation, recognition, and communication at the point of sale—aspects that are of enormous strategic importance for many manufacturers, especially in the food retail sector. In addition, the possibility of central cleaning, return via classic reverse vending machines, and the modularity of the formats ensure high compatibility with existing retail structures.

The fact is that for reusable packaging to be successful, the entire system must work. This includes easy returns, clever consumer integration, and an infrastructure that ensures efficient return and reuse. The solution therefore lies not in the packaging alone, but in the perfect interplay of design, logistics, and user guidance. At the same time, it is clear that those who place the greatest value on minimal material quantities currently have little choice but to use single-use packaging such as the tubular bags mentioned above – especially when it comes to dry products with relatively low protection requirements. However, even in this regard, it is quite possible that the weight advantages will shift in the long term as technology matures and designs are optimized.

Conclusion, closing remarks, and outlook

Reusable packaging is a promising approach to meeting the requirements of the PPWR—especially in terms of reusability, system responsibility, and recyclability. However, in order to make a real contribution to resource conservation, continuous development is needed: containers must become lighter and their single-use components reduced. In addition, return processes must be made even more efficient and a convincing user experience must be created in all respects. As the examples of Circolution and CU Mehrweg prove, reusable packaging gives companies the opportunity to make sustainability visible, convey brand values and, at the same time, be prepared for compliance with the new EU directive.

Stay tuned: In the second part of our series “Sustainability with a system,” we take a closer look at refill models—with a focus on everyday usability, consumer responsibility, and system efficiency. Feel free to contact us directly if you would like to adapt or further develop your packaging strategy in line with the PPWR—with a holistic approach and measurable impact.