Geir Sæther, SVP circular economy and head of TOMRA Reuse, says, "Since the Aarhus pilot began in January 2024, the municipality has seen less litter from disposable cups on city streets. Also, the largest vendor participating decided to replace all disposable beer and soda cups with reusables, reducing on-site litter and waste management costs, following the success of the pilot. However, achieving the necessary adoption levels for full environmental benefits remains challenging, despite positive feedback on the system's convenience. We believe regulatory measures are essential for reusable takeaway packaging to become the norm. The report's findings from the Aarhus pilot should be valuable for other cities and countries considering similar systems."