VTT Technical Research Centre of Finland and the University of Vaasa are advancing their reuse pilot for takeaway and grocery packaging, designed to be ‘as easy as buying a ready meal’ in European supermarkets.
Currently, the EU is thought to generate 80 million tonnes of packaging waste every year, which translates to approximately 178 kg per citizen. At this rate, the figure is expected to rise by 19% by 2030.
The Packaging and Packaging Waste Regulation will enforce reuse targets, but the infrastructure required to achieve them is described as ‘fragmented’.
VTT Technical Research Centre of Finland and the University of Vaasa have responded with Reusify, a 2.5-year project and fully operational model for takeaway and grocery packaging – designed to be upscaled across Europe.
Intended to function at a national and industrial level, the €2 million initiative unites 22 partners, including S Group and K Group – two of Finland’s largest retail groups – as well as Borealis, UPM Raflatac, Sulapac, and more.
The programme functions on a deposit model. Consumers pay a €3 deposit at the point of sale, then receive a refund when the container is returned.
Reportedly, the containers themselves have been tested directly at supermarket service counters as part of normal shopping routines.
A six-month trial was conducted in autumn 2025, with deposit-based reusable takeaway containers introduced for salad and service counter meals at K-Supermarket Ratina, Tampere, under the STOPP project. Consumers could opt to reuse the container on their next visit, or to return it for a refund.
Retailer feedback revealed that consumers generally responded positively to an easy and convenient alternative to single-use packaging. According to a survey by K Group, 65% of consumers expressed an interest in trying reusable takeaway containers.
Reusify is described as a ‘scale-ready’ system that encompasses automation, industrial washing, logistics, and digital tracking. It is anticipated to serve as a commercially viable framework for European cities and retailers as binding waste reduction targets for 2030 enter into force.
It is also expected to be economically beneficial, as the global export market for reuse systems and circular solutions is expected to reach €1.45 billion by 2035.
“The transition from single-use to reusable packaging is a critical step for the circular economy,” says Ali Harlin, research professor at VTT. “It requires a comprehensive transformation of business processes and collaboration across the entire value chain.”
Kyösti Pennanen, research director at the University of Vaasa, adds: “We are analyzing system-level value creation and value capture mechanisms to understand how reuse can be scaled effectively in a way that appeals to consumers. Early pilots show promising results, including consumer interest and signs of economically viable ecosystem models with engagement from key stakeholders.”
In other news, we recently spoke to Emmy Van Daele, project manager for INTERPOOL and reuse coordinator at Fair Resource Foundation, about an EU-funded scheme intended to scale up reusable packaging across Europe by identifying bottlenecks and designing practical solutions.
Smartfill and DY|DX have also open-sourced the core design and technical architecture of their dispensing systems for liquid FMCG products, first developed alongside Unilever and Bopinc, in an effort to upscale reuse in the Global South.
If you liked this story, you might also enjoy:
The ultimate guide to packaging innovation in 2026
Packaging and Packaging Waste Regulation: what to know in 2026
Everything you need to know about global packaging sustainability regulation
No comments yet