Reuse of packaging: a regional experiment to prepare for national generalization
An unprecedented regional dynamic to transform the circular economy
Starting in 2025, 16 million French people will be able to buy consumer products in reusable packaging, thanks to an ambitious experiment launched in four regions in western France (Pays-de-la-Loire, Brittany, Normandy, and Hauts-de-France). This initiative, led by Citeo and nearly 100 industry players, marks a strategic turning point in the practical application of the AGEC law.
The goal is clear: to make the reuse of food packaging widespread in large-scale retail. This initiative goes beyond the symbolic stage, with 30 million standardized packages planned and the direct involvement of eight major retail chains.
The ReUse system: pooling to accelerate
Called ReUse, the system is based on several structuring pillars:
- Standardized open-source packaging ranges, shared between brands and distributors ("R-Cœur" range);
- Collection and washing infrastructures integrated into customer journeys, with return of deposits;
- A shared information system to track flows, coordinate stakeholders, and secure the packaging lifecycle.
This standardization aims to create economies of scale, reduce costs, improve environmental performance, and enhance traceability.
A full-scale test before generalization
This experimental project will serve as the basis for possible nationwide implementation. If the logistical and economic performance is satisfactory, the model could be extended to the entire country. However, several challenges remain:
- Ensure legibility of the return process for the consumer (machines, semi-manual, return of the deposit);
- Guarantee unfailing reliability of data and monitoring of packaging throughout the loop;
- Secure long-term funding and governance for a multi-stakeholder mechanism.
An opportunity for producers subject to EPR Packaging to seize
This experiment also sends a clear signal to producers and distributors: regulations are evolving toward the systematic integration of reuse into EPR obligations. Anticipating this today means avoiding costly adjustments tomorrow.
The companies concerned will quickly need to:
- Identify the ranges compatible with reusable standards;
- Adapt their logistics chains and information systems;
- Plan for the integration of reuse flows into their future EPR declarations.
CompliancR: your ally for integrating reuse into your EPR compliance
At CompliancR, we support producers and distributors in automating and bringing their EPR declarations into compliance, including within the framework of new reuse systems.
Our AI platform enables you to:
- Automatically identify reusable products in your catalog;
- Include delivery and return flows in your eco-contribution calculations;
- Track logistics and financial data throughout the entire loop;
- Anticipate future extensions of the regulatory scope related to EPR Packaging.
Reuse is becoming a strategic lever: master it today to combine compliance, environmental performance, and brand image.