Own brand in returnable packaging

As one of the first trading partners of the impact start-up SEA ME GmbH Müller gained its first experience with cosmetic products in the reusable system at the beginning of 2022. After almost a year and a half of marketing and returning empties from this brand, the retailer is now taking the next step and is the first to introduce a reusable system. products of one of its own brands in the zerooo reusable system, which SEA ME GmbH has developed together with sustainability-focussed brands and retail partners throughout Germany and Austria.

With the successful launch of its own Care and cleaning products in the reusable deposit system in 2021, SEA ME started to set up the infrastructure for returning, cleaning and refilling the specially developed reusable containers. Currently the Reusable containers of the brand are available in all Müller shops in Germany and Austria and the empties can also be returned there. Due to the successful publication and the confirmed success in retail, the concept was developed further and the zerooo system was created, which can serve new, innovative reusable packaging solutions, more retail partners, more product categories and more sustainable brands.

SEA ME is now also making its reusable system available to retail partners. Müller will be the first retailer to use zerooo for its own brands in future, thereby establishing another innovative step in its sustainability promise.

Sustainability plays a key role at Müller in product conceptualisation and also in purchasing. New concepts that support the commitment in favour of the environment have been and continue to be successively implemented. Various sustainable approaches are pursued and also stocked on the shelves in parallel. The Reusable system offers a high level of compatibility with many drugstore categories, as the formulation and packaging can be perfectly matched to each other. The zerooo reusable system has made it possible to offer six products from different product groups of the successful Müller brand AVEO in reusable glass bottles. Two fragrances in each of the three product categories - hand soap, body lotion and bath additive - are now available for care without a guilty conscience. The natural formulas of the drugstore products are vegan, free from microplastics, silicones and parabens and are characterised by refreshing fragrances. The AVEO products in reusable packaging are currently available in German and Austrian Müller shops.

Source: Miller