What GoUnpackaged does

GoUnpackaged (legal name: Unpackaged Systems Ltd) is a UK-based sustainability consultancy that helps brands, retailers, logistics suppliers, NGOs, and government bodies transition from single-use packaging to reusable and refillable systems. The company was founded by Catherine Conway in 2005–2007 as the world's first modern zero waste shop and pivoted in 2018 into a consultancy practice, rebranding to GoUnpackaged in November 2023. It now operates across three core service areas: Solutions (award-winning ready-for-market reuse systems and the Refill Coalition), Consultancy (bespoke advisory, supply chain analysis, and implementation support), and Policy & Research (evidence-based research for NGOs and public sector). Its underlying technology consists of proprietary end-to-end supply chain analytical tools and a UK Reuse Infrastructure Model built with a multi-stakeholder Advisory Panel, which quantify commercial and environmental outcomes such as £136m pEPR savings and 95% CO2e reductions at 30% reuse.

The company is founder-led, employs 1–10 people, and generates revenue through bespoke professional services engagements priced per Letter of Engagement and Proposal, with payment terms of 30 days and multi-year contracts. It has no publicly disclosed funding rounds; the Refill Coalition project was funded by Innovate UK. Customer concentration sits with a handful of named enterprise accounts including Waitrose, Ocado Retail, Aldi, Abel & Cole, and CHEP, supplemented by policy and research mandates from DEFRA, WRAP, and the Ellen MacArthur Foundation. Distribution is direct B2B, reinforced by industry events, thought leadership (reports such as 'A 30%+ Reuse Future for the UK'), media appearances, and policy advocacy including Conway's seat on DEFRA's Circular Economy Task Force.

Name

GoUnpackaged

Legal name

Unpackaged Systems Ltd

Website

https://gounpackaged.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

GoUnpackaged is a UK-based sustainability consultancy that helps brands, retailers, logistics suppliers, and public sector clients transition from single-use to reusable and refillable packaging systems through bespoke advisory, the Refill Coalition, and data-driven infrastructure modelling.

Ownership category

akta.pro rank

Headquarters

HQ city

Pilling

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services / Consultancy: GoUnpackaged generates revenue through bespoke consultancy services, charging for professional services including reuse project development, supply chain analysis, and implementation support. Their standard terms indicate charges are defined in Letters of Engagement and Proposals, with payment due within 30 days.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

GoUnpackaged is a UK sustainability consultancy that helps brands, retailers, and logistics suppliers transition from single-use to reusable and refillable packaging systems. The firm operates across three core service areas—Reuse Solutions, Consultancy, and Policy & Research—and convenes the Refill Coalition, a cross-sector initiative developing standardised in-store and online refill infrastructure for UK grocery retail.

Product overview

GoUnpackaged is a sustainability consultancy offering a portfolio of reuse-focused services across three core areas: Solutions (award-winning, ready-for-market reuse and refillable packaging solutions including The Refill Coalition), Consultancy (bespoke advisory services for developing refill and reuse strategies), and Policy & Research (evidence-based research supporting NGOs, governments, and public sector organisations). The company also offers a proprietary UK Reuse Infrastructure Modelling tool that quantifies commercial and environmental benefits of scaling reuse. All offerings work together to help clients across the supply chain transition from single-use to reusable packaging systems.

Differentiator

Problem solved

Functional benefit

Brands

• The Refill Coalition: A groundbreaking cross-sector collaboration project designed to include both an in-store and online refill offering, convened by GoUnpackaged with leading UK companies to develop scalable, standardised refill and reuse solutions
• Unpacked (Waitrose)
• Club Zero (Abel & Cole)

Products and services

• Reuse Solutions Award-winning, ready-for-market reuse and refillable packaging solutions with a full-service offering, helping brands and retailers move quickly away from single-use packaging.
• Consultancy Bespoke advisory services that enable brands, retailers, and logistics suppliers to develop new refill and reuse strategies, including supply chain analysis, business case development, and implementation support.
• Policy & Research Evidence-based research into all aspects of reuse systems for NGOs, private and public sector organisations, providing expert advice to support policy development and regulatory frameworks.
• The Refill Coalition A coalition of leading UK companies developing scalable, standardised refill and reuse solutions for both in-store and online grocery retail, with open-source principles for industry-wide adoption.
• UK Reuse Infrastructure Modelling Data-driven modelling tool that calculates commercial and environmental benefits of reuse at scale, outlining infrastructure requirements for achieving 30% reuse in UK grocery retail.

Quantifiable outcome

• £136m saving per year in pEPR costs (94% reduction per item switched to reuse)
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• AldicoreStrategic or Co-development Partner · 1 October 2023Aldi partnered with GoUnpackaged through the Refill Coalition to develop and trial in-store refill solutions. The in-store vessel solution enables reusable vessels located at refill stations, filled and shipped with product by suppliers direct to store. Each reusable vessel replaces 24 single-use plastic packs. Aldi is cited as proud to have partnered on this valuable journey toward a scalable refill system.
• Ocado RetailcoreStrategic or Co-development Partner · 1 October 2023Ocado partnered with GoUnpackaged through the Refill Coalition to develop online refill solutions. Ocado became the first major supermarket to pilot reusable packaging specifically designed for online grocery, with a vessel developed for food cupboard staples and laundry products at scale with no extra cost to the customer. Online vessel replaces 5 single-use plastic packs per use.
• CHEPcoreStrategic or Co-development Partner · 1 October 2023CHEP served as logistics partner in the Refill Coalition project alongside GoUnpackaged, Aldi, Ocado and others, funded by Innovate UK. CHEP contributes logistics expertise to the scalable, standardized refill and reuse solutions.
• DigiminorStrategic or Co-development PartnerEquipment partner in the Refill Coalition, contributing to the development of reusable vessel systems for in-store and online refill solutions.
• Eden Trade FixturesminorStrategic or Co-development PartnerEquipment partner in the Refill Coalition, providing fixtures and equipment for refill station implementation.
• WaitrosecoreStrategic or Co-development PartnerGoUnpackaged partnered with Waitrose to develop the Unpacked concept, making them the first UK supermarket to meaningfully introduce in-store refills specifically targeted at reducing single-use packaging. The trial removed 130,000 pieces of single-use plastic packaging in 11 weeks and inspired many other retailers to follow.
• Abel & ColecoreStrategic or Co-development PartnerGoUnpackaged worked with Abel & Cole to design and launch their award-winning zero waste home delivery solution, Club Zero. This model has since been adopted by other online D2C reuse providers, demonstrating GoUnpackaged's ability to create scalable, replicable solutions.
• UK Packaging PactcoreStrategic or Co-development PartnerGoUnpackaged is a founding signatory of, and knowledge partner to, the UK Packaging Pact. The Pact brings together businesses across the supply chain to drive action on reuse, representing a significant industry coalition.
• DEFRAcoreStrategic or Co-development PartnerMember of the Advisory Panel for GoUnpackaged's 30%+ Reuse Future research. Catherine Conway was invited to sit on DEFRA's new Circular Economy Task Force (CETF), an independent expert advisory group supporting government in creating a circular economy strategy for England.
• WRAPcoreStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research. GoUnpackaged has partnered with WRAP on multiple initiatives including Reuse Roundtables, the UK Plastics Pact, and panel discussions at industry events. WRAP brings together members of the UK Plastics Pact to drive reuse at scale.
• Ellen MacArthur FoundationcoreStrategic or Co-development PartnerGoUnpackaged worked with the Ellen MacArthur Foundation on scaling returnable packaging research. Catherine Conway appeared on the Circular Economy Show podcast discussing the Refill Coalition and reuse scaling. GoUnpackaged supported EMF's 'Unlocking a Reuse Revolution' research.
• BiffaminorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research. Amy Hooper, Head of Innovation & Sustainability at Biffa, speaks at industry events on designing packaging for circularity and waste management as resource partners.
• TescominorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research. Tesco joined GoUnpackaged for a panel 'Unlocking Reuse at Scale' at the Global Reuse Summit, discussing how infrastructure modelling supports decision making in scaling reuse.
• NestléminorStrategic or Co-development PartnerGoUnpackaged participated in a workshop with Nestlé and (Re)set exploring reuse for e-commerce. Shared learnings and experience from running the Ocado Reuse trial.
• AmcominorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research.
• SuezminorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research. Suez joined GoUnpackaged for panel at Global Reuse Summit on 'Unlocking Reuse at Scale'.
• WWFminorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research, contributing to evidence-based view of reuse at scale for UK grocery retail.
• EcosuretyminorStrategic or Co-development PartnerMember of the Advisory Panel for 30%+ Reuse Future research.
• Reseau VracminorStrategic or Co-development PartnerGoUnpackaged participated in REuse Economy Expo in Paris presenting infrastructure modelling work. Involved in panel on 'International experiences: What to remember to accelerate the competitiveness of reuse in France'.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• South Pole: Global climate solutions and sustainability consultancy providing advisory, carbon credits, and project services to corporates. Partial overlap with GoUnpackaged as a sustainability advisory firm, though focused primarily on climate strategy and carbon markets rather than reuse systems and packaging.
• Again: UK company providing reusable cup and packaging solutions for food service and retail including major UK coffee chains. Comparable to GoUnpackaged's reuse solutions work, though focused more on foodservice formats than grocery refill systems.

Direct peers

• Reposit: UK-based company working with major retailers including Ocado on reusable packaging solutions for online and in-store grocery. Directly comparable to GoUnpackaged as a UK refill solutions provider serving major grocers and competing for the same enterprise reuse engagements.
• Loop (TerraCycle): Global reuse packaging platform operated by TerraCycle, partnering with major consumer brands and retailers to offer reusable packaging across categories. Comparable to GoUnpackaged's Refill Coalition as both build standardized reuse systems for retail at scale, working with the same type of FMCG and grocery clients.
• Algramo: Chilean-founded refill technology company providing in-store and delivery refill solutions to retailers and consumer brands globally. Directly comparable to GoUnpackaged as both develop and implement reusable packaging systems for major retailers and CPG brands, often via dispenser and vessel hardware integrated with refill logistics.
• MIWA: Czech-based refill technology company providing smart dispensers and refill infrastructure for retail. Comparable to GoUnpackaged's reusable vessel solutions focused on enabling in-store refill at scale, with overlapping retailer and CPG client base.
• Anthesis Group: Global sustainability consultancy providing advisory across packaging, circular economy, and ESG strategy to corporates. Comparable to GoUnpackaged as a professional services firm helping organizations with sustainability and circular economy transitions, with broader scale and international footprint.
• (Re)set: Reuse-focused advisory working with consumer goods companies including Nestlé on reuse strategy for e-commerce and retail. Directly comparable to GoUnpackaged's reuse consultancy work for brands and retailers, particularly on e-commerce refill design and supply chain economics.

Broad incumbents

• WRAP: UK-based NGO coordinating industry action on resource efficiency, including the UK Plastics Pact and Reuse Roundtables. Comparable to GoUnpackaged's policy and research work, operating at much broader scale as a government-backed industry body and a partner of GoUnpackaged.
• Biffa: UK waste management and recycling company providing collection, processing, and resource recovery services. Comparable to GoUnpackaged's circular economy work as a member of GoUnpackaged's Advisory Panel, though operating at much larger scale as an incumbent waste services provider with infrastructure advantage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Unpackaged
• Facebookfacebook.com/Unpackaged
• LinkedInlinkedin.com/company/gounpackaged

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 GoUnpackaged