Together with the city of Copenhagen, Danish company New Loop is launching one of the world's most ambitious return and reusable systems for takeaway packaging – equipped with durable packaging solutions from KeepIn, the reusable brand of the German Jokey Group from Wipperfürth.
Together with the city of Copenhagen, Danish company New Loop is launching one of the world's most ambitious return and reusable systems for takeaway packaging – equipped with durable packaging solutions from KeepIn, the reusable brand of the German Jokey Group from Wipperfürth.
By mid-October, 32 return stations had already been installed in the city center – the start of a large-scale pilot project that will run until at least the end of 2026. Citizens can easily return cups, bowls, and trays there – digitally, deposit-based with an app. The project is considered a European showcase for modern urban concepts that combine climate protection, resource efficiency, and quality of life.
Circular packaging design “Made in Germany”
The reusable packaging used is manufactured in Germany: KeepIn produces it at the Jokey plant in Sohland in Lusatia from ISCC PLUS-certified bio-based polypropylene (PP) based on renewable raw materials. Certification is based on the mass balance approach, in which bio-based raw materials are allocated to the product on a balance sheet basis. The system thus combines technology from Germany with circular thinking from Scandinavia – an example of effective European cooperation in the spirit of sustainable urban development.
“With our durable reusable packaging, we support partners such as New Loop in making the transition from a single-use mentality to closed material cycles,” explains Ramona Lob, Head of the Reusable Packaging Business Unit at Jokey. “The project in Copenhagen shows how the circular economy works in everyday life – pragmatically, digitally, and accessible to everyone.”
Digital deposit system with Mastercard connection
The return system is based on fully digital deposit handling: in cooperation with Mastercard, users can receive their deposit refund directly to almost any credit card—quickly, securely, and without additional registration. This makes reusable packaging as easy as cashless payment—and shows how digital infrastructure and sustainability complement each other.
Cities as drivers of the circular economy
“Climate change won't wait—and neither will we. By creating a system in which takeaway packaging is collected, washed, and reused, we are reducing waste and showing that cities can be driving forces for circular solutions,” says Line Barfod, Mayor for Technology and Environment for the City of Copenhagen. “We are combining smart deposit management, digital technology, and resource-efficient packaging into a system that can set a precedent worldwide. Copenhagen is ready – and other cities will follow,” adds Anders Barsøe, CEO of New Loop.
Social added value and national perspective
Consumers can also donate their deposits at selected return stations. The proceeds go to the Danish Society for Nature Conservation to finance projects against litter in public spaces and for the protection of nature. The pilot project is also part of Denmark's national strategy to establish a nationwide, standardized reusable and deposit system. For KeepIn and Jokey, the focus is not on setting up their own return systems, but on developing durable packaging solutions that efficiently support existing and future systems and make them scalable.
About New Loop
New Loop is a Danish company that develops digital return and deposit systems for reusable packaging. The system integrates reverse vending machines, logistics, cleaning, and quality control with digital deposit processing. With an open model based on GS1 QR codes, the platform is available to all packaging providers who want to become part of a sustainable circular economy.
