Denmark's reusable takeaway packaging initiative shows promising results in first year

The city of Aarhus, Denmark, has made significant progress with its city-wide reusable takeaway packaging initiative, launched in January 2024. The programme, known as REUSEABLE, demonstrates the potential for combining on-the-go convenience with circular practices. Within the first year, the most frequently reused cups have completed an impressive 33 cycles of reuse.

The three-year pilot project, developed in partnership with TOMRA, aims to prove that a city can transition from single-use to reusable takeaway packaging. Starting with coffee cups and glasses, the initiative seeks to highlight both the feasibility and benefits of such a shift, while identifying the requirements for scaling the model further.

Under the REUSEABLE system, consumers purchasing takeaway drinks in cafés or quick-serve restaurants in Aarhus can choose a reusable cup instead of a disposable one. A small deposit of 5 DKK (EUR 0.67) is added at the point of purchase, which is digitally refunded when the cup is returned at one of several automated collection machines placed across the city.

After one year, the pilot has achieved promising results. A survey conducted by Aarhus Municipality and research group Epinion found that 84% of users are satisfied with the system. Satisfaction levels were highest among residents who used the system frequently, indicating that returning reusable packaging to collection points does not present a significant barrier to adoption.

Survey respondents suggested that adding more collection machines near or inside participating establishments would encourage greater participation, particularly among residents who had not yet used the system.

Geir Sæther, Head of TOMRA Reuse, said: It has been a lot of hard work and we’ve gained many learnings throughout the year – but this is the nature of building new solutions from the ground up. I would highlight two key success factors: the great collaboration we have with Aarhus Municipality, who has really leaned in to innovate and co-create with us – and secondly, the way baristas and restaurant staff are stepping up to educate and convince people to choose REUSEABLE. We will continue our efforts to make it even easier, attractive, and convenient to use our system.

To date, over 750,000 reusable cups have been returned in Aarhus, preventing an estimated 7,500 bins’ worth of disposable cups from entering the city’s waste management system. The results signal a strong start for the pilot project, showcasing the potential for reusable takeaway packaging to support a circular economy.