Muuse

Muuse provides a smart platform for returnable packaging, enabling the food and beverage industry to reduce single-use waste. Founded in Bali in 2018 by Brian Reilly, the company—whose name is short for "multiple use"—was born from a desire to combat ocean plastic pollution. The system now operates in cities including Singapore, Hong Kong, and Toronto.

The business model is centered on a reusable system for takeaway items, shifting away from a single-use paradigm. Muuse partners with food service providers like cafes, restaurants, and corporate canteens, charging them a flat monthly service fee to use the platform, packaging, and logistics. For consumers, borrowing and returning the reusable containers is free. The process is managed through a mobile app where users scan a QR code on a cup or container to check it out. These items can be returned to any participating location within the network, where they are then washed and sanitized for redistribution. This technology allows Muuse to track the entire lifecycle of its products, which include various sizes of cups and food containers made primarily from stainless steel and polypropylene plastic. The platform has demonstrated a high success rate, achieving over a 98% return rate for its items.

Muuse's partners include major brands like Starbucks, with whom they launched a "Borrow a Cup" program in Hong Kong in 2023. The service is also available in Canada through a partnership with Dream Zero. The company provides various services to its clients, including reusable packaging, reverse logistics, design, consulting, and data services.

Keywords: reusable packaging, circular economy, waste reduction, smart packaging, returnable containers, sustainable packaging, food and beverage industry, QR code tracking, Reuse as a Service (RaaS), takeaway packaging, container lending, zero-waste, deposit-return system, platform for reuse, environmental technology