Circular Packaging

In 2011 we started our work with improving the environmental impact of our packaging. Back then there were no recycling possibilities in Denmark. All waste was incinerated. To lower the negative impact of incinerating our coffee bags we developed a bag purely of Polyethylene, which is the plastic that doesn’t create toxic gasses when incinerated.

Since then, a lot has happened. You can learn more about the steps we have taken to improve the circularity of our packaging in the paragraph called Timeline elsewhere in this report.

Here we will share our latest learnings about circular packaging namely our effort to try and find a reusable Takeaway cup that could be scalable.

Experiences With
Reusable To-Go Cups

Since 2016, we’ve explored various models for reusable takeaway cups. Our current Kleen Hub system—launched in 2019—allows customers to borrow a steel cup for free and get a 10% discount. However, participation remains low at just 3%. The main challenge is convenience: signing up through an app and managing returns feels too cumbersome for most guests.

Reusable Take-away Cups in Numbers

4 models of reusable take away cup scemes

Model 1: Bring your own cup

Bring your own reusable take away cup and save 10% on all drinks

Model 2: Sign up acount model

Borrow a cup through an acount, if not delivered back within 10 days you will be charged 99 kroner and can keep the cup

Model 3: ReUse - Aarhus (Guldsmedgade shop)
New Models Tested in 2024

Joint city-wide system with 40+ businesses.

Guests pay a 5 DKK deposit and return the cup via machines around town.

Results: Strong initial interest, but return rates remain low (60–80%). The low deposit does not seem to motivate consistent returns.

Model 4: Tap and Reuse (Jægersborggade shop)
New Models Tested in 2024

Facilitated by Kleen Hub with CC-branded plastic cups.
Guests borrow the cup for free (10% discount) by tapping their credit card. A 25 DKK charge applies if the cup isn’t returned within 7 days.
Results: Excellent return rate (9%), with most cups returned within 2 days. However, the cups wear out quickly due to heavy reuse, highlighting the need for a more durable option.

Key Learnings

Guest interest in sustainable solutions is strong.

Convenience is critical for scaling participation.

Staff engagement is key to promoting the systems effectively.

Next Steps for 2025

Consider how to build on the positives from Tap and Reuse system.
Roll out Tap and Reuse to more shops.
Find a more robust, low-impact reusable cup to replace the current plastic version.
Continue participating in Re-use Aarhus to support local initiatives and improve return rates.