Case
Recycled packaging at Roskilde Festival
Customer
Roskilde Festival is one of Europe's largest music festivals and Denmark's largest cultural and music event. The festival is run by a non-profit organisation with profits going to charity and a strong emphasis on sustainability and community.
Location
Every year, the festival attracts up to 130,000 attendees, temporarily making the festival area the fifth largest city in Denmark - and generating a lot of waste. In 2023 and 2024, we contributed to the festival's green transition by supplying reusable coffee cups with the goal of reducing single-use waste and creating a more sustainable coffee solution for the festival's many guests and volunteers.
Listen to what the customer says
"Quote. "
Jane DOE, Position
Roskilde Festival
Key figures
See the key figures below for an overview of our efforts and the concrete results we have achieved together.
The data is based on figures from Roskilde Festival 2024.
The solution
Big impact at a high-traffic festival
Roskilde Festival is one of the largest events in the Nordic region, and with over 130,000 participants, volunteers and employees, it creates a massive demand for food and drink - and therefore packaging. Large events like this have a huge potential to reduce single-use waste and implement more sustainable solutions. Therefore, switching to reusable packaging was a great opportunity to reduce environmental impact and inspire a greener festival experience.
How the solution worked in practice
2024 we delivered 184.000 recycled coffee cups for Roskilde Festival as part of a semi-closed return system. Festival goers bought their coffee in a New Loop headwhich they return at one of the festival's return stations. Guests could also exchange the cup for a new one for free. The cups' unique QR code led to a landing page with information on how to return the cup at the festival.
Logistically, the used coffee cups became Collected daily and transported to a washing plantwhere they were cleaned and ready to be used again. This system ensured a high level of reuse cycles and significantly reduced the need for disposable packaging.
Guest experience: Positive feedback
To understand festival attendees' experience of reusable packaging, we conducted a survey during the festival. Both guests and volunteers overwhelmingly positive feedback and expressed delight that there was a better alternative to disposable packaging.
The recycled cups are made from Higher quality material than disposable cups, as they need to withstand many cycles of use. This not only makes the cups more robust and comfortable to drink from, but also improves the drinking experienceas they keep the liquid warm for longer.
How does it work?
How it works
Step 1.
Buy a cup of coffee
Buy a cup of coffee at one of the many coffee stands at the festival. A fee of 5 DKK is payable the first time.
Step 2.
Enjoy your coffee
Then scan the QR code on the cup and follow the instructions that show the return options at the festival.
Step 3.
EXCHANGE or return the cup
Exchange the cup for a new one or return the cup at one of the many return stations as part of Roskilde Festival's SWAP and TOKEN system.
Step 4.
We wash and return
New Loop collects the used cups daily, transports them to a washing facility and the cups are ready to be used again.
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