Reo shows how reusable packaging can also be scaled for heterogeneous cosmetics packaging - with data, holistic platform logic and radical user-friendliness. The start-up is presenting its digital platform at the Young Innovators joint stand at Fachpack 2025.
Thinking packaging smarter - that's the goal of Reo, a young company from Heilbronn that has developed a Digital platform for circular packaging solutions developed. Instead of optimising single-use recycling routes, Reo focuses on genuine reusability: manufacturers keep their usual packaging - and still enter a digital cycle. This is made possible by a flexible platform infrastructure that creates transparency, optimises based on data and leaves responsibility where it belongs: with the brands.
„We see ourselves as an enabler, not a regulator. Our platform creates knowledge through transparency, which allows brands to improve their packaging step by step - based on real usage data.“
Steffanie Rainer, Reo founder
The approach is pragmatic: brands can start directly with their existing packaging. The Returns are made via standard deposit machines, identification via optical coding. This creates a real-time data situation for each packaging unit - for example, the length of time it remains with the end customer or the repurchase rate. An individual life cycle assessment can be calculated in real time for each packaging unit - data-based, transparent and customised.
The platform operates neutral and manufacturer-independent, but offers full control over the depth of data. This means that the decision on optimisations - such as material adaptation, cleaning suitability or reuse cycles - remains with the brand at all times.
Swarm intelligence instead of silo thinking
A special Added value is created through networkingBrands can learn from each other anonymously - which packaging goes through how often? Which materials last particularly long in circulation? Which changes have a real impact?
The platform thus becomes a learning environment - for product development, sustainability strategy and design-for-reuse. Instead of being reliant on standardised pools that severely restrict individual branding with a predetermined system, companies can now enter into circular use with existing packaging and existing processes.
„Our vision is an ecosystem in which packaging no longer has to be thought of as disposable products,“ says Rainer. „But as smart, circular assets - that are constantly evolving.“
Source: Reo
Reo at Fachpack 2025: Hall 3, Stand 521g
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