What Again does

Again is a London-based cleantech startup founded in 2021 that is building a decentralised network of automated micro-cleaning facilities — branded CleanCell® — to support a closed-loop reusable packaging system for the fast-moving consumer goods (FMCG) industry. The proprietary CleanCell® technology is positioned as a recycling/cleaning process that uses significantly less water and energy than traditional methods, with the explicit commercial goal of making reusable packaging affordable for major brands by 2025. The company operates a subscription/recurring revenue model on its reusable packaging system and is executing London-based pilots with major FMCG brands and waste management firms to validate the closed-loop model.

The company is in a pre-commercial, pilot-stage posture. It closed a £2.55M pre-seed round in April 2022 led by Eka Ventures, with Ascension and Maersk Growth (the corporate venture arm of the global logistics group) participating as investors — the latter being a strategically relevant signal given the reverse-logistics nature of reusable packaging. Again employs 11–50 staff and pursues an enterprise field-sales motion targeting large brand owners and waste-management counterparties. CleanCell® is a registered trademark, and the company has no disclosed revenue, no named customer logos, and operates within a single UK geography (London) at present. The business model and capital structure point to a hardware-adjacent, infrastructure-heavy rollout that will require subsequent funding rounds to scale beyond pilot.

Name

Again

Legal name

Again

Website

https://poweredbyagain.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Again is a London-based cleantech startup building a decentralised network of automated CleanCell® micro-cleaning facilities that enable a subscription-based reusable packaging system for major FMCG brands and waste management firms.

Ownership category

akta.pro rank

Product category

Reusable Packaging Services

NAICS

Commercial and Service Industry Machinery Manufacturing (33331)

SIC

Sanitary Services (4950)

akta.pro primary industry

Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE)

akta.pro secondary industry

Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE)

Keywords

• Reusable packaging
• Circular economy
• Sustainable packaging
• Packaging recycling
• Clean technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Technology or R&D, Personnel, Marketing or Sales

Revenue model

1. Reusable Packaging System: Again operates a reusable packaging system using CleanCell technology, enabling brands to adopt sustainable packaging solutions with reduced water and energy consumption compared to traditional methods.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Again builds and operates a decentralised network of automated micro-cleaning facilities, branded as CleanCell®, that power a closed-loop reusable packaging system for the fast-moving consumer goods (FMCG) industry. The proprietary CleanCell® process uses significantly less water and energy than traditional recycling methods, with the stated goal of making reusable packaging affordable for brands by 2025.

Product overview

Again is a London-based cleantech startup offering a reusable packaging system powered by its proprietary CleanCell® technology. The company provides a closed-loop packaging solution for the fast-moving consumer goods (FMCG) industry, enabling major brands and waste management firms to participate in a pilot program in London. The CleanCell® technology uses significantly less water and energy than traditional recycling methods, with the goal of making reusable packaging more affordable for brands by 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• CleanCell® Reusable Packaging System A closed-loop reusable packaging system for the FMCG industry, enabled by Again's proprietary CleanCell® cleaning process, which uses significantly less water and energy than traditional recycling methods. Designed to make reusable packaging affordable for brands by 2025 and to be operated through a decentralised network of automated micro-cleaning facilities.
• CleanCell® Micro-Cleaning Facilities Decentralised network of automated, small-scale cleaning facilities branded CleanCell® that process reusable packaging for FMCG brands. Each facility is designed to clean and prepare reusable packaging for reintroduction into the supply chain at lower water and energy cost than traditional centralised recycling plants.

Quantifiable outcome

• Uses significantly less water and energy than traditional recycling methods
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TerraCycle / Loop: Loop is TerraCycle's reusable packaging platform partnering with major FMCG brands (Procter & Gamble, Unilever, Nestlé) to offer refillable containers collected, cleaned, and refilled in a closed loop. Direct competitor to Again in enabling brand-led reusable packaging systems, with significantly more capital and global brand relationships.
• Algramo: Chilean-origin reusable packaging company operating refill-at-home and refill-in-store systems for FMCG categories including cleaning products and personal care. Direct peer in the reusable-packaging-as-a-service model targeting consumer goods brands.
• Returnity: Provides reusable shipping and packaging solutions to brands and logistics companies, with a focus on closed-loop reverse-logistics systems. Directly comparable business model of enabling brand-owned reusable packaging infrastructure.
• MIWA: Czech startup operating a smart reusable packaging system with refill stations for everyday consumer goods, including packaging cleaning and logistics. Direct competitor with similar decentralized technology-driven reusable-packaging model for FMCG-adjacent categories.

Emerging players

• Notpla: UK-based sustainable packaging startup developing bio-based, seaweed-derived packaging alternatives for FMCG and food service. Comparable UK cleantech stage and brand-customer profile, though focused on bio-based single-use replacement rather than reusable cleaning infrastructure.
• Dispatch Goods: Operates a reusable food container and packaging service for restaurants and food delivery, with centralized cleaning operations. Adjacent peer operating the reusable + cleaning infrastructure model in a narrower (food service) vertical.
• DeliverZero: US-based reusable takeout container service that collects, sanitizes, and re-delivers food containers to restaurants. Comparable reusable-cleaning-reuse closed-loop infrastructure model in a different vertical (food service vs FMCG).
• Bower: Swedish recycling and reuse rewards platform partnering with consumer brands and retailers to incentivize packaging returns. Thematically adjacent — operates in the same consumer-packaging circular economy space but via app-based incentives rather than physical cleaning infrastructure.

Regional players

• Reposit (now Re): UK-based reusable cup and packaging platform partnering with major foodservice and hospitality operators. Geographic peer in the UK reusable-packaging space, though focused on foodservice rather than FMCG.

Others

• Maersk (A.P. Møller-Mærsk): Global logistics and container shipping company whose venture arm (Maersk Growth) invested in Again. Strategic investor and potential reverse-logistics infrastructure partner as Again's reusable packaging system scales internationally.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Again