Heineken joins forces with Ellen MacArthur Foundation to scale reusable packaging

NETHERLANDS – Heineken has partnered with the Ellen MacArthur Foundation’s Network in the Netherlands to accelerate the global transition to reusable packaging.

Through this collaboration, Heineken will work alongside other member companies to expand the adoption of returnable packaging solutions.

Reusable packaging forms a key pillar in Heineken’s broader circular economy strategy. The company is committed to reducing the use of virgin packaging materials, cutting waste, and lowering emissions in pursuit of its long-term environmental goals.

As part of its ‘Brew a Better World’ programme, Heineken is working to increase the share of reusable packaging used by its operations.

This effort supports the company’s shift toward a sustainable business model grounded in circular economy principles, while ensuring commercial viability.

Research by the Ellen MacArthur Foundation highlights that reusable packaging significantly reduces waste and the demand for raw materials.

Their findings reinforce the environmental case for scaling reuse systems and support companies striving to reduce packaging-related pollution.

According to the Foundation’s 2024 Global Commitment progress report, 64% of brands and retailers have already tested reuse models, signaling growing industry momentum toward circular solutions and readiness to scale.

The Ellen MacArthur Foundation has been a key player in guiding manufacturing and consumer goods companies toward circularity.

In addition to Heineken, the Foundation has partnered with major manufacturers such as Unilever, Nestlé, and Renault to develop innovative reuse, recycling, and resource-efficiency models.

These collaborations have helped reshape product design, production systems, and packaging formats to align with circular economy principles.

Joanna Price, Heineken’s Chief Corporate Affairs Officer, said, “As a leading global brewer, we recognise the importance of industry collaboration in driving systemic change.

“Partnering with the Ellen MacArthur Foundation, known for uniting governments, NGOs, and businesses, is key to advancing reusable packaging at scale. We aim to accelerate the shift toward a circular economy by sharing our expertise.”

This alliance positions Heineken and the Foundation to amplify industry-wide impact by promoting the wider adoption of reusable packaging across supply chains.

Rob Opsomer, Executive Lead for Plastics and Finance at the Ellen MacArthur Foundation, added, “Scaling up reuse is essential to tackling packaging pollution. Collaboration across sectors—public, private, and financial—is critical.

“We’re excited to partner with Heineken, a company with proven experience in implementing reuse models globally, to drive meaningful change.”

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