An unprecedented territorial initiative to transform the circular economy

From 2025, 16 million French residents will be able to buy fast-moving consumer goods in reusable packaging, thanks to an ambitious trial launched in four regions of western France (Pays-de-la-Loire, Brittany, Normandy, Hauts-de-France). This initiative, led by Citeo and nearly 100 sector players, marks a strategic turning point in the practical application of the AGEC law.

The goal is clear: to roll out reusable food packaging across mass retail. This is more than a symbolic step, with 30 million standardised packaging units planned and direct involvement from eight major retail chains.

The ReUse scheme: pooling resources to move faster

Called ReUse, the scheme rests on several key pillars:

• Open-source standardised packaging ranges, shared between brands and retailers (the "R-Cœur" range);
  
  
• Collection and washing infrastructure built into customer journeys, with deposit refunds;
  
  
• A shared information system to trace flows, coordinate players and secure the packaging life cycle.
  
  

This standardisation aims to create a scale effect, to reduce costs, improve environmental performance and strengthen traceability.

A full-scale test before nationwide rollout

This pilot project will form the basis for a possible nationwide rollout. If logistics and economic performance meet expectations, the model could be extended across the whole country. But several challenges remain:

• Ensuring the return process is clear for consumers (automated points, semi-manual return, deposit refund);
  
  
• Guaranteeing flawless data reliability and packaging tracking throughout the loop;
  
  
• Securing funding and governance for a multi-party scheme over the long term.
  
  

An opportunity for producers subject to Packaging EPR

This trial is also a clear signal to producers and retailers: regulation is moving towards systematic integration of reuse into EPR obligations. Preparing now means avoiding costly adjustments later.

Businesses concerned will soon need to:

• Identify ranges compatible with reusable standards;
  
  
• Adapt their logistics chains and information systems;
  
  
• Plan for the integration of reuse flows into their future EPR declarations.
  
  

CompliancR: your partner for integrating reuse into your EPR compliance

At CompliancR, we help producers and retailers automate and manage compliance for their EPR declarations, including under new reuse schemes.

Our AI platform lets you:

• Automatically identify reusable products in your catalogue;
  
  
• Integrate deposit and return flows into your eco-contribution calculations;
  
  
• Track logistics and financial data across the whole loop;
  
  
• Anticipate future extensions of regulatory scope linked to Packaging EPR.
  
  

Reuse is becoming a strategic lever: get on top of it now to combine compliance, environmental performance and brand image.

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Also read

• Packaging EPR: Citeo raises the alarm over a €2 billion shortfall
• The AGEC law explained simply | 2026 Guide | CompliancR
• France, a leading country in the circular economy