As new regulations reshape the future of packaging, businesses are rethinking their strategies — and focus is on reuse. In this exclusive feature, Tosca shares why reuse is more than just a sustainability trend — it’s the first and most impactful step in the circular economy. Discover how upcoming legislation changes such as PPWR and EPR are driving change, and how reusable packaging can help businesses reduce waste, save money, and stay ahead of compliance.
Reuse: The first step towards truly sustainable packaging
Until now, the conversation around sustainable packaging has largely focused on recycling. Recycling plays a critical role in reducing the environmental impact of packaging, diverting materials from landfill and cutting emissions associated with virgin resource extraction. But as the packaging industry continues to evolve, a more impactful solution is rising to the surface to drive sustainable supply chains: reuse.
Increasingly, policymakers, manufacturers, and supply chain partners are recognising that reuse must come first. Unlike recycling, which still consumes energy and relies on complex sorting and processing systems, reuse tackles waste at its source — preventing it from being created in the first place.
Why reuse is the first step in the circular economy
In the waste hierarchy, reuse is positioned above recycling. By extending the life of packaging through repeated use, businesses can dramatically reduce material consumption, carbon emissions, and water use. A reusable crate or pallet can replace a hundred single-use alternatives, delivering environmental and economic benefits over time.
How are the regulations changing?
Regulations are accelerating the transition. The newly adopted Packaging and Packaging Waste Regulation (PPWR) is a milestone in European sustainability policy. Coming into force in 2025, it sets mandatory reuse targets across several packaging categories, including transport, sales and grouped packaging. For the first time, reuse is formally recognised as a preferred solution on par with recycling, reinforcing its role in building a circular economy.
Under PPWR, businesses will need to meet:
- 40% reuse in transport packaging (in a reuse system) by 2030, increasing to 70% by 2040
- Obligations to return packaging for reuse and use digital tracking systems
- Stricter targets for recycled content, but with a strong push to prioritise reuse
This shift reflects a deeper understanding that recycling alone cannot solve the problem.
Benefits of reuse: Compliance with EPR reduces fees
Under the EPR, reusables are typically excluded from EPR fees, meaning you pay nothing for the reusable solution. Currently, the UK does charge an EPR fee for reusable packaging, but you only pay once for a reusable—compared to paying each time for single-use packaging. And when one reusable replaces 100 single-use items, the cost savings add up.
Tosca: Supporting reuse in action
At Tosca, reuse has always been the core of our business. Our portfolio of reusable plastic packaging solutions — including crates, pallets and bulk containers — is designed to support circularity across the entire supply chain.
In addition, in our pooling model, customers can access high-performance, reusable packaging without the burden of ownership or management. Each asset is used multiple times, tracked, maintained, and returned into circulation — reducing cost, waste and environmental impact at scale.
Circular Economy in Action: Reuse at Simpsons Beverages
A great example of reuse within a circular economy is Tosca’s partnership with Simpsons Beverages. By moving away from rigid containers to reusable plastic packaging, the company improved both sustainability and efficiency.
Driving sustainability at Simpsons Beverages
In 2023, Tosca partnered with Simpsons Beverages to address supply, safety and sustainability challenges. Tosca’s work aligned with the company’s strict environmental compliance standards, including ISO 14001, and its corporate social responsibility goals focused on plastic waste reduction.
Simpsons Beverages faced several challenges while using rigid Schütz 1000-litre Intermediate Bulk Containers (IBCs) for transporting drink syrups, including unpredictable supply, increasing costs and significant plastic waste that contradicted the company’s sustainability focus.
To address these challenges, Simpsons Beverages transitioned to Tosca’s reusable plastic Superior Hybrid IBCs for liquids. Tosca’s pooling model offered enhanced sustainability, compliance with ISO 14001 standards and cost savings by absorbing the U.K. Plastic Packaging Tax. This collaboration also increased the company’s operational efficiency, reduced overall costs and positioned the company for future growth and environmental compliance.
Expert insight: Reuse is more than a trend
“There’s a growing recognition that recycling alone isn’t enough. To truly reduce packaging waste and resource use, it’s vital we start with reuse. Reusable packaging cuts waste before it’s created — and that’s where the real impact lies. At Tosca, we’re proud to offer solutions that not only help our customers stay ahead of regulations like PPWR, but also make a measurable difference to the planet.”— Karin Witton, Group Sustainability Director, Tosca
Looking ahead
As sustainability ambitions rise and regulation continues to evolve, reuse will become not just a best practice, but a business imperative. The good news is that solutions already exist — and companies like Tosca are ready to help make the transition easier, smarter, and more sustainable.