Based on the results achieved since the launch of the pilot project, Tetra Pak and Mega Image, together with partners Maspex, TOMRA and Brai Cata, have decided to expand the collection network for carton packages used for soft drinks and dairy products, in response to growing consumer interest and the high level of engagement shown in supporting recycling efforts.
The success of the initiative is also reflected in the data collected through the reverse vending machines (RVMs) already installed. In the first four months of implementation, more than 357,000 carton packages were returned. The seven RVMs initially installed recorded rapid month-on-month growth, with increases of up to 200%, confirming the quick adoption of the initiative and rising public interest.
The results indicate strong performance in both cities included in the pilot. In Brașov, the number of collected packages doubled within the first two months of operation, contributing to an increase from 31% in December 2025 to 37% in March 2026 of the total collected packaging volume. Meanwhile, results from the return point in Bucharest confirmed the need to expand the network in the capital, where more than 60% of beverage and dairy carton packages are collected.
“The decision to expand Europe’s first pilot project dedicated to collecting beverage and dairy carton packages is based not only on the volumes collected, but especially on the way consumers responded to this initiative. We have succeeded in offering Romanians more opportunities to return packaging and be rewarded for their interest in recycling. We thank our partners at Mega Image for supporting this initiative by providing the new RVMs and the space needed to install them in accessible locations. Expanding the network benefits everyone involved: it improves consumer access, helps increase collection rates, and supports the project’s overall efficiency.” — Ștefan Urziceanu, Sustainability Manager, Tetra Pak, for Romania, Croatia, Slovenia, Bulgaria and Moldova.
“Our customers have clearly shown through their actions that they want to recycle when simple, accessible and smart solutions are available. This positive response encourages us to expand the project in Bucharest, making the collection of beverage carton packaging easier and more convenient for as many people as possible. At Mega Image, we constantly focus on innovation and practical solutions so that recycling becomes a natural part of our customers’ daily experience, while also contributing to a cleaner environment.” — Gabriela Sîrbu, Sustainability Director, Mega Image.
Based on return behavior observed in Brașov and Bucharest, the machines initially installed were redistributed and supplemented to better meet consumer demand. As a result, 12 RVMs have been placed in Bucharest and surrounding areas, in selected Mega Image stores, increasing the network to 11 return points in Bucharest and Ilfov County.
At the Mega Image Piața Sudului store, two RVMs were installed to handle the high volume of returned packages, helping optimize collection capacity and demonstrating the network’s flexibility and ability to adapt quickly to consumer behavior.
In Brașov, consumers can continue returning beverage and dairy carton packages through the existing four RVMs located in four local stores.
Europe’s first pilot project dedicated to collecting beverage and dairy carton packaging was launched in Romania at the end of November 2025 and runs for eight months. Consumers can return beverage and dairy carton packages of up to 2 liters, regardless of brand, and receive a RON 0.50 voucher for each package returned.
