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What’s Needed to Scale Reuse?

Founder of the Loop reusable packaging shopping platform Tom Szaky shares four aspects needed to scale a refillable/reusable packaging system.

Tom Szaky, founder and CEO of TerraCycle and founder of the Loop global shopping platform.
Tom Szaky, founder and CEO of TerraCycle and founder of the Loop global shopping platform.

The transition to reusable packaging is now being seen as a must in the consumer packaged goods industry. The pressure is on from the international community—take the United Nations treaty on plastic pollution and calls from organizations like Greenpeace, for example. And reuse legislation is on the way. As far back as 2020, French law 2020-105 called for 10% reusable packaging on the market by 2027. Recently, the European Commission issued a proposed revision to its Packaging and Packaging Waste Directive that includes reusable packaging mandates. Among the controversial targets: reusable packaging for 95% of cold and hot beverage cups by 2040.


Read article   Read about the innovative designs in refillable/reusable packaging recently launched by 11 diverse CPG brands.


Even the world’s biggest packaging creators have set specific commitments in response. In February 2022, Coca-Cola set a target of 25% reusables by 2030. PepsiCo recently followed suit, with a target of 20% by the same year.

The time to begin transitioning to reusables is now, and many companies are launching reuse pilots. But can they meaningfully implement at scale?

Reuse is scalable—it's proven
Let’s start with the main methods for approaching a reusable packaging program. You could opt for a concentrate, refill, or prefill model—each of which boasts success stories.

With concentrate-based systems, companies remove the water from their products, delivering them in capsule, tablet, or other concentrate form. Shipping is inexpensive, and “just add water” is relatively easy for consumers. Look to the cleaning product company Blueland to see this model in action.

Refill can be approached through in-store or at-home models, with consumers either refilling their own packaging at kiosks in stores or receiving refill packs directly at home. For the former, picture classic bulk bins full of cereals, pet food, and laundry powder, or more modern Algramo refill vending machines. For the latter, consider Above & Beyond, which sells its lip balm in an aluminum case and then sends refills to users in compostable pods.

Then we have the prefill model, in which consumers can pluck prefilled items off of shelves. They pay a deposit that they receive back when they return the empty container. Prefill has been proven time and again. Great examples are the German beverage system, The Beer Store in Canada, and our propane tanks in the U.S.

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New e-book on Flexible Packaging
In this e-book, you’ll learn key considerations for vertical and horizontal f/f/s and how to choose between premade bags and an f/f/s system. Plus, discover the pitfalls to avoid on bagging machinery projects.
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New e-book on Flexible Packaging