reo - Wir über B2B

reo makes returning packaging as easy as throwing it away – but soooo much more sensible, smarter and safer.

During the pilot phase, reo has specialised in the personal care sector, as this sector places particularly high demands on both packaging design (labels and custom bottle shapes) and migration (e.g. strongly scented ‘pineapple’ shower gel). Once the cycle is complete, adjacent categories such as household, food, beverages, etc. can be integrated. The potential user base is vast: the EU market for personal care products alone is worth €12.84 billion
(forecast for 2034).

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Problem

400 million shampoo bottles a year in Germany alone – almost all of them single-use bottles.
A quick look in your own bathroom is enough to grasp the enormous scale of this problem.

That is why the EU is now taking action: from 2030, the PPWR (Packaging and Packaging Waste Regulation) will introduce strict criteria for recycling (“Design for Recycling”), targets for reuse rates (e.g. for takeaway containers) and restrictions on certain single-use packaging.

We are already developing a solution that will potentially be open to all interested retailers and brands, allowing them to participate with their own individual packaging solutions: no one-size-fits-all bottles, no standardised look – beloved products are now simply getting even better because they are recyclable.

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Solution

Around 40,000 reverse vending machines in Germany alone provide the necessary infrastructure. We build on established behaviour: collect & return, and in return you receive a voucher. So far, so familiar.

On our reo platform – and this is new – we bring together participating retailers (e.g. Kaufland) and innovative brand manufacturers (e.g. Kneipp, Lavera, Santé, Logona) to shape the packaging revolution together: packaging marked with a dot matrix code (all personal care items in the pilot phase) can simply be returned by consumers to existing machines after use. This is currently incentivised with a cashback of €0.29, funded by the brands