Tetra Pak and Mega Image have joined forces with Maspex, Tomra, and Brai Cata to launch what they describe as Europe’s first large-scale collection initiative dedicated specifically to beverage cartons and dairy cartons in Romania. The programme relies on reverse vending machines (RVM) placed in selected retail locations, aiming to fill a long-standing gap in Central and Eastern Europe, where cardboard packaging for soft drinks and dairy products has lacked its own structured collection or recycling channel.
The carton collection project will focus solely on this type of packaging, with the intention of helping consumers establish new return habits while generating insights that can guide infrastructure planning and legislative development.
Throughout the carton collection pilot, Tetra Pak will work with Mega Image, Maspex, Tomra, and Brai Cata to retrieve carton packaging for soft drinks and dairy products from the market irrespective of brand or manufacturer. The company positions the effort as part of its broader sustainability agenda, stating that its role includes supporting collection and recycling initiatives and working closely with all partners involved.
Beyond testing consumer participation, the long-term ambition is to prove that beverage and dairy cartons can be recycled effectively at scale when infrastructure is well designed.
Tetra Pak packaging, made of roughly 70% FSC-certified cardboard with the rest mainly polymer, contains an inner PolyAl layer that protects contents from light and oxygen. Once sorted and sent to recycling, the cardboard is repurposed into products such as napkins, paper bags, or new packaging, while the PolyAl fraction is processed separately into granules used to manufacture items including pallets, garden pots, transport crates and automotive components. PolyAl is also used in lightweight furniture and in construction materials such as durable roof tiles with sound-insulation properties.