The Big Why

Littering is one of the major societal challenges of our time. With the ambition to “untrash the world,” Idun introduced a reuse system for food and beverage containers. Developed by Duni Group, Idun aimed to support a more sustainable future and a smarter generation through circular solutions. The initiative was launched in response to new EU regulations requiring businesses serving food and drinks to more than 150 customers per day to offer reusable containers starting January 2024.

The Challenge

To meet the new legal requirements and demonstrate the potential of circular systems in real-world settings, Idun needed to test its concept in environments with high customer interaction. The challenge was to engage stakeholders, ensure operational feasibility, and showcase the system’s environmental and business value.

The Solution

Xvii led the project implementation and was responsible for on-site operations during Malmöfestivalen 2023, where the reuse system was piloted in collaboration with local businesses, festival visitors, and decision-makers. The team also tested the concept at Liseberg in December 2023 to evaluate its scalability and adaptability in different contexts.

Together with their client Duni, Xvii also showcased the work at Klimafolkemødet in Middelfart, Denmark’s largest platform for climate action, in August 2024. This annual event brings together researchers, companies, and citizens for inspiration, professional debate, and knowledge-sharing. Duni presented its reusable food packaging initiative as part of its ambition to become circular at scale by 2030 — a project that Xvii had actively supported and piloted over the past year.

These pilots marked the beginning of Duni’s journey. The long-term goal is to become a leading player in the transition to circular solutions and to set a new standard for sustainable business practices through strategic partnerships.