Again Again

Name

Again Again

Legal name

Again Again Limited

Website

https://againagain.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Reusable Packaging Management

NAICS

Packaging and Labeling Services (56191)

akta.pro primary industry

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

akta.pro secondary industries

Reusable Packaging & Container Return Programs (On-site) (BPABALAJ), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM), Beverage Packaging (Bottles, Cans, Cartons, Kegs) (IMALAHAD), Returnable & Refillable Glass Packaging (Deposit, Reuse Systems) (IMALAEAF)

Keywords

• Reusable packaging management
• Returnable container network
• Circular economy platform
• NFC container tracking
• Vendor onboarding solutions

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Platform/Subscription Fees: Monthly subscription plans for vendors using the platform. Costs vary based on container type and commitment level. Platform plans with per-serve transaction fees ranging from 16c to 22c depending on vendor commitment to eliminating single-use packaging.
2. Transaction Fees: Per-loan transaction fees for container borrowing/returns. 16c per serve for vendors fully committed to eliminating single-use, up to 22c for those with no commitment. Retailer pricing for Growler project: 16c per loan if over 180 issues per month per location.
3. Container Sales: Sale of reusable containers (cups, lids, flagons, scan stations) to vendors. Premium cups retail at $25/unit, contract pricing $18-20/unit. Classic cups at $8/unit retail. Scan stations at $250 retail or $100 with service plan.
4. Growler Project - Funded Setup: Subsidized setup fees for brewery/retailer partners in the Uncompromising Experience (Growler) project. $50 for scan station (subsidized from $100) plus funded flagons. Standard ongoing pricing applies after setup.
5. Late Return Fees: Extra time fee of $3 for Premium containers returned after the 14-day loan period. Replacement charges apply for non-returned containers.
6. Cash Deposit System: Classic cups use a $4 cash deposit/return model. Vendors recover cups and refund deposits. Deposit amount represents the cup cost that customers pay if they don't return the cup.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Again Again operates a returnable container management platform that enables a circular economy for takeaway food and beverage packaging. The offering combines a consumer mobile app, a vendor portal, NFC-enabled scan stations, and a range of reusable container products (Premium Cups, Classic Cups, and 1L Flagons) sold to hospitality vendors, craft breweries, brands, councils, and workplaces across New Zealand. Vendors subscribe to management plans and pay per-loan transaction fees in exchange for access to the shared national network, which auto-replaces containers not returned.

Product overview

Again Again is a reusable container management platform that enables a circular economy for takeaway packaging. The offering consists of a core technology platform comprising a consumer mobile app (iOS/Android) and a vendor portal/dashboard, combined with a range of physical container products and hardware. Container products include Premium Cups (Returnr-designed double-walled cups in Regular 240ml and Large 355ml sizes), Classic Cups (single-walled cups managed via a $4 cash deposit system), and Flagons (1L amber glass vessels for craft beer). Hardware includes NFC-enabled Scan Stations and Counter Talkers. The platform is delivered through bundled onboarding packages called StartNOW (Premium Regular, Premium Combo, Premium Large, and Classic variants) and ongoing service plans. Add-on workplace activation services offer behaviour-change campaigns with data reporting for ESG/CSR metrics. The Marketplace provides direct purchasing of containers and hardware at retail or discounted contract prices.

Differentiator

Problem solved

Functional benefit

Brands

• Returnr: Premium reusable cups designed for public reuse systems, manufactured by Australian company Returnr. Includes double-walled insulation cups in Regular (240ml) and Large (355ml) sizes with silicone push-fit lids.
• Classic Cups
• Flagons

Products and services

• Again Again Consumer Mobile App iOS and Android mobile application enabling consumers to borrow and return reusable containers at participating vendors by tapping their phone on NFC-enabled scan stations; tracks environmental impact milestones.
• Again Again Vendor Portal Web-based dashboard for cafe and hospitality businesses to manage container loans, track transactions, monitor return rates, and access environmental impact metrics.
• Again Again Premium Cups (Regular & Large) Double-walled, reusable coffee cups (Regular 240ml / Large 355ml) designed by Returnr for public reuse systems; includes push-fit silicone lids; tech-enabled for NFC tracking; sold in fleet packs of 14.
• Again Again Classic Cups & Lids Single-walled reusable coffee cups (Regular 230ml / Large 350ml) managed via $4 cash deposit/return system; fleet pack of 25; lower cost entry point for vendors.
• Again Again Flagons

Quantifiable outcome

• 750,000+ single-use cups diverted from landfill per year through the current network
• +3 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and supporting.

• Garage ProjectflagshipStrategic or Co-development Partner · 9 November 2023Founding partner and co-funder of the Uncompromising Experience growler project. Multiple brewery and taproom locations participating in Wellington and Auckland. Steve Almond, Sustainability Manager at Garage Project completing Life Cycle Assessment to inform container choices.
• Craft Brewery Network (36+ breweries)flagshipChannel Partner/ Reseller/ Distributor · 9 November 202336 of New Zealand's top craft breweries and taprooms signed on to the Uncompromising Experience growler project. Includes Parrotdog, Emersons, Brew Union, Steamer Basin, Altitude Brewing, and others across Wellington, Auckland, and rest of NZ.
• Havana Coffee Works (subsidiary of Lion)flagshipStrategic or Co-development Partner · 1 October 2022First major coffee roaster in NZ to launch their own branded returnable cup system using Again Again's platform. 'Coffee Cup Library' initiative spans multiple venues nationally. Parent company Lion supports the activation campaign 'Ground for Good'.
• SUC Free WanakacoreStrategic or Co-development Partner · 1 January 2018Community consortium in Wanaka that selected Again Again as their reusable packaging solution. Supported by grant funding from Queenstown Lakes District Council. Achieved 72% of residents giving up takeaway cups.
• ReturnrcoreOthersAustralian company that manufactures Again Again's Premium Cups - purpose-designed double-walled cups for public reuse systems. These premium containers feature internal markings for drink sizes, push-fit lids, and ease of sanitization.
• Queenstown Lakes District CouncilsupportingOthersProvided grant funding to SUC Free Wanaka consortium which implemented Again Again's system. Example of council support model for regional waste reduction initiatives.
• Ground for GoodsupportingGTM or Marketing PartnerActivation campaign run by Havana Coffee Works (and parent Lion) to support adoption of their branded returnable cup system. Leverages local gifting to encourage end users to borrow and return containers.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Globelet: Australia/NZ-headquartered reusable cup wash-and-logistics network operating in cafes, events, and offices — the closest functional analogue to Again Again's shared container model across the same Australia/NZ geography.
• Muuse: Singapore-headquartered smart reusable cup network with app-based tracking and rapid onboarding of cafes in Asia-Pacific malls and transit hubs — same product/market interplay as Again Again.
• Returnr: Australian reusable cup company that both supplies Again Again's Premium Cups and runs its own borrow/return network; a direct comparable on product, tech-stack, and target market.
• Green Caffeen: India-based reusable cup-as-a-service operator with an NFC-enabled, mobile-app based borrow/return flow very similar to Again Again's, targeting urban cafes and workplaces.
• Vessel: UK-based reusable cup operator working with major coffee chains and venues to deploy tracked takeaway cups, providing a direct international comparable on enterprise sales and corporate ESG activations.
• CupClub: UK returnable cup-as-a-service platform using app-based tracking for closed-loop reuse in city centers — same operational model and enterprise ESG selling motion, though earlier in its commercial journey.

Emerging players

• Huskee: Australian designer/manufacturer of reusable coffee cups (including a universal 'HuskeeSwap' trade program); overlaps with Again Again on reusable cup product design and cafe adoption across the same geography.
• Dopper: Netherlands-based reusable bottle/circular drinkware company that sells reusables through retail and runs reuse pilots; broader in product scope but comparable as a circular drinkware platform with mission-aligned marketing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AgainAgainCo
• Facebookfacebook.com/againagainco
• Instagraminstagram.com/againagainco
• LinkedInlinkedin.com/company/againagainco

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Again