Building on the world’s first “open‐managed” reuse system for hot and cold drink cups in Aarhus, Denmark, TOMRA Reuse this week unveiled at the Reuse Economy Expo a Reuse Collection Point (RCP) capable of handling food packaging for the first time. The new reverse vending machine (RVM) demonstrates the next step in TOMRA’s Rotake solution: a fully integrated platform for collecting, transporting, sanitizing, quality-assuring and redistributing reusable takeaway containers.
An integrated infrastructure handling all parts of the reuse value chain
TOMRA’s Rotake system relies on serialized QR codes to track every item’s journey:
- Distribution: Cafés, bars and restaurants serve drinks and meals in QR-coded reusable containers.
- Collection: Consumers return used items to conveniently located RCPs.
- Sanitization & Quality Check: Returned containers are automatically cleaned and inspected.
- Redistribution: Approved containers are redeployed to participating outlets through distribution partners as a recurring subscription on on-demand via an online portal.
This latest innovation marks a significant step forward for enabling a truly circular economy and world without waste. Additionally, by comparing the number of rotations against single-use alternatives, the system delivers hard data on carbon and waste savings. According to a Eunomia study, reusable plastic cups only need to be used six times to out-perform the lowest-impact single-use option (recycled cardboard cups) on environmental metrics.
Once rolled out, the Rotake system could play an important part in keeping Europe’s cities clean and healthy, as Geir Sæther, SVP and Head of TOMRA Reuse explains: “European cities come alive in summer — coffee on the go, park picnics, open-air festivals, and more – but this vibrancy also drives litter and waste. We want to make reuse as convenient as single use, which is why our new Reuse Collection Point builds on over 50 years of our expertise in deposit return systems, to help cities tackle their growing amounts of waste.”
City pilot: Aarhus, Denmark ditches single-use cups
Since the launch of TOMRA’s city-wide cup pilot in January 2024, Aarhus consumers have paid a DKK 5 deposit for reusable cups — redeemable instantly at collection points across the city center. To date, more than 1 million cups have been returned, yielding an 85 % redemption rate and substantial reductions in single-use waste.
“What we have learnt from these pilots is that effective circular systems must combine bold environmental targets and supportive regulations with smart infrastructure and consumer incentives to shift behavior,” Geir Sæther says. “Our open-managed approach adapts to any QR-coded packaging, providing cities and event organizers with a simple way to reduce waste and protect resources.”
In addition to additional city pilots, TOMRA is fast-tracking Rotake Venue, optimized for large events and stadiums with high throughput and instant collection needs. A working demonstration is on display at the TOMRA stand this week at the Reuse Economy Expo.
More innovations on display at the Reuse Economy Expo
The Reuse Collection Point is not the only product launching from TOMRA at the Reuse Economy Expo. TOMRA is also introducing the TOMRA T70 Dual BottleGlide – a customized solution developed to support the CITEO ReUse project, a national reuse system for food packaging in large and medium-sized supermarkets in France. Based on the TOMRA T70 Dual platform, it has been specifically adapted for the return of reusable glass bottles. The zigzag bottle return system is designed to slow and align bottles to prevent damage, allowing them to be effectively sanitized and reused by producers, instead of being downcycled or discarded.
Commenting on this new development, Stéphan Arino, Vice President of Public Affairs at TOMRA said: “Effective reuse systems rely on smart, intuitive technology, as well as strong regulation and consumer incentives. Our innovations provide the backbone cities and producers need to comply with EPR obligations and deliver circular systems that transform the way we use and reuse the planet’s resources.”
“As France and the EU continue to push for circularity through regulations like PPWR, TOMRA Collection France is proud to offer solutions that are ready today,” said Paul Fabiano, Managing Director, TOMRA Collection France. “Our participation in the Reuse Economy Expo is an important opportunity to connect with partners, cities, and businesses ready to create a world without waste.”
For more information on TOMRA Reuse and the Rotake system, visit www.tomra.com/reusable-takeaway-packaging