Berry Global unveils customizable plastic cups for reuse foodservice systems

16 Oct 2023 --- Berry Global is launching a range of premium quality reusable plastic cups for the foodservice industry, citing increasing demand for alternative solutions to single-use packaging. 

The move comes as a pan-European coalition of over 100 municipalities, organizations and businesses urges the European Commission to embrace high-performance reuse systems in the incoming Packaging and Packaging Waste Regulation. 

Innova Market Insights highlights that reusability is seen as an important packaging-related purchasing influence by 43% of global consumers — the most widely highlighted aspect and on par with hygiene (42%) and shelf life (42%). 

Although reusable and refillable systems have been slow to take off in the F&B space amid scalability challenges, the market intelligence leader indicates that consumer belief in the long-term sustainability of such models remains strong, and brands will continue to explore the viability of wider-scale rollouts this year.

The Berry Cup Range combines reusability with a premium quality feel and high-impact branding opportunities. It is available in various sizes for hot and cold beverages, including soups, and is suitable for on-site and takeaway requirements.

The Berry Cup Range aims to reduce single-use packaging waste while maintaining high product quality.Design features
The new drinking cups are “exceptionally” durable and have a “reusable feel.” All are dishwasher safe and have an inside stacking “rim and ribs” with smooth curves for improved cleaning.

This feature also ensures that they retain their premium quality feel even after they have been used several times. The stackable design also means they occupy minimal space.

The hot cups feature heat-insulated material, while the “ribs” ensure additional heat insulation and a secure grip.

Despite their durability, the cups are lightweight and can be recycled when they finally reach their end of life, as they are made from high-quality PP, which is safe for food contact and easy to recycle.

Customization
The Berry Cup Range has been designed to offer brands full customization opportunities to further elevate the customer experience.

“We aimed to create a range of plastic cups that is not only reusable but also serve as a canvas for customized expressions for individual businesses,” says Emma Gundersen, product designer at Berry Superfos.

“The unique ‘rib’ structure makes the cups visually appealing and adds a touch of elegance. On top of that, customers can create their own unique look for their brands by playing with the In-Mould Labelling space and having logos and messages printed on the cup.”

Connected technologies
Moreover, the reusable cups can incorporate an RFID chip or QR code to provide additional customer engagement.

The RFID chip offers the ability to set up a streamlined automatic return deposit system and refill options. It also ensures efficient cup maintenance through wash cycle tracking and inventory management.

Innova Market Insights pinpointed “Meaningful connections” as a top packaging trend for 2023, revealing that 77% of global consumers are now interested in engaging with connected packaging technologies on-pack via their smartphones.

While these technologies have mainly been implemented to boost consumer-brand engagement with loyalty reward programs and big data collection for targeted marketing, they are increasingly being employed as tools to support circularity and inclusivity.

“The Berry Cup Range is an example of how we help our customers reduce waste and minimize their environmental footprint and use of virgin materials,” says Josef Björck, vice president of Berry CPI Food Service.

“Our focus as a packaging supplier is to optimize the design process with sustainability in mind, incorporating elements such as reusability and recyclability while still offering our customers the opportunity to make their brand stand out with high-quality packaging solutions.”

The Berry Cup range is available in 250 ml and 500 ml sizes for hot drinks and soups and 250 ml, 400 ml and 500 ml sizes for cold drinks.

By Joshua Poole