New Loop
New Loop ApS is a Copenhagen-based circular-economy company that delivers, collects, and washes reusable cups and food-service items for Danish cafés, businesses, and events through a deposit-and-return system.
- Company typePrivate
- Founded-
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingServices
What New Loop does
New Loop ApS is a Danish circular-economy company, founded in 2020 and headquartered in central Copenhagen, that operates a deposit-and-return system (pantordning og retursystem) for reusable cups and food-service items. The company delivers, collects, industrially washes, and re-distributes reusable coffee cups, beer mugs, soft drink cups, bowls, and full service items (plates, cutlery) to three target customer groups: cafés, businesses/corporates, and event organizers including festivals and museums.
The core product is the unified Open Loop return system, which uses physical return boxes placed at partner venues and a QR-code-scanned web app (pilot-tested in Aalborg Kommune in November 2024) to track item returns and deposit refunds. New Loop owns the end-to-end reverse-logistics chain, so customers access a reusable packaging solution without taking on operational burden for washing, tracking, or redistribution. Distribution is direct: delivery to café, corporate, and event clients, with a growing network of return points in the Capital Region of Denmark and pilot operations in the North Denmark Region.
The business model is quote-based subscription and service-fee recurring revenue, with a deposit (pant) component layered on top. Pricing is not publicly disclosed; customers request custom quotes via a website contact form. Sales motion relies on case-study-driven content marketing (website/LinkedIn/Instagram) and a direct B2B and B2Event sales process. As of the available data, the company has ~6 employees, no disclosed external funding rounds, and a customer base of approximately eight named accounts spanning SMB cafés (Kontra Coffee, Coffee Collective, Hallernes Smørrebrød, Inco Kødbyen) and enterprise/event customers (Roskilde Festival, SMK, Building Green, Street Food om Søerne), plus a municipal pilot with Aalborg Kommune.
New Loop firmographics
Firmographics- Name
- New Loop
- Legal name
- New Loop ApS
- Website
- https://thenewloop.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- New Loop ApS is a Copenhagen-based circular-economy company that delivers, collects, and washes reusable cups and food-service items for Danish cafés, businesses, and events through a deposit-and-return system.
- Ownership category
- akta.pro rank
New Loop industry classification
Industry- Product category
- Reusable Packaging Services
- akta.pro primary industry
- Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE)
- akta.pro secondary industry
- Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF)
Keywords
Where New Loop is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
New Loop business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Reusable Cup and Service Rental System: Companies, cafés, and events rent reusable cups, beer mugs, and service items. New Loop handles delivery, collection, washing and redistribution. Revenue is generated through the deposit/pant system and service fees for the logistics of the circular system.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Business subscription for reusable cup and service system |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
New Loop product offering
Product offeringCore offering
New Loop is a Danish company that operates a circular deposit and return system for reusable cups and service items. The company provides a full-service solution to businesses, cafés, and event organizers, handling the delivery, collection, washing, and redistribution of reusable containers such as coffee cups, beer mugs, soft drink cups, bowls, and other service items. End-users pay a refundable deposit (pant) when they receive a container, which is returned when the item is brought back to any New Loop return point.
Product overview
New Loop operates a unified circular economy platform centered on reusable packaging. The core offering consists of a deposit and return system (pantordning og retursystem) that provides, collects, washes, and re-circulates reusable cups and service items. The product portfolio includes reusable coffee cups (kaffekopper), beer mugs (ølkrus), soft drink cups (softdrinkskrus), bowls (skåle), and general service items. The 'Open Loop' system (det åbne loop) enables customers to return items at designated return points. Services are targeted at three segments: businesses, cafés, and events, with New Loop handling all logistics including delivery, collection, washing, and deposit refund management.
Differentiator
Problem solved
Functional benefit
Products and services
- Circular Reusable Packaging Service
- Reusable Coffee Cups
- Reusable Beer Mugs
- Reusable Soft Drink Cups
- Reusable Service Items (Bowls and Containers)
Companies that use New Loop
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles4 records
New Loop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
New Loop partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Aalborg KommunecorePilot test partnership with Aalborg Municipality for testing the circular deposit and return system in November 2024. Municipality involvement indicates government backing and regulatory alignment for sustainable waste reduction initiatives.
- Open Loop SystemcoreOpen Loop is a broader circular economy system for reusable packaging that New Loop participates in. Return boxes at Kontra Coffee are part of the Open Loop ecosystem in Copenhagen.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
New Loop competitors and assessment
Company assessmentBroad incumbents
- Huhtamaki: Global food packaging incumbent headquartered in Finland that has begun piloting reusable cup and container systems across Europe. Represents the strategic threat of a well-capitalized, broadly diversified incumbent entering New Loop's niche.
Direct peers
- Again: Berlin-based startup operating a reusable cup deposit system for cafés and bakeries in Germany. Closely comparable scale, model, and customer base to New Loop, making it a direct European peer.
- Vytal: Germany-based reusable food container service operating across Europe with digital return systems for restaurants and takeaways. Closely comparable business model of reusable assets pooled across venues with logistics and washing managed centrally.
- CupClub: UK-based reusable cup service for cafés, offices, and events with collection and industrial washing logistics. Direct competitor offering the same take-away cup circularity proposition to New Loop's customer segments.
- Bumerang: Belgian reusable packaging deposit system for cups and food containers used by events and hospitality venues. Operates an analogous reusable deposit-return model in an adjacent European geography.
- Circular&Co: UK-based company designing and manufacturing reusable cups sold to brands and operators, with closed-loop circular service offerings. Overlaps with New Loop on reusable cup circularity, though weighted more toward product manufacturing.
- reCup GmbH: Germany's largest reusable cup deposit-return system serving cafés, bakeries, and events with shared return points across multiple cities. Operates the same deposit/collection/washing/redistribution model New Loop offers in Denmark, with significantly greater scale and brand recognition.
Regional players
- DeliverZero: US-based reusable food container service partnering with restaurants for takeout orders. Operates the same reusable-returns model in a different geography and is a useful proxy for unit economics benchmarking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
New Loop social profiles
Digital presenceNew Loop financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Loop leadership team
Management profileNumber of profiles
New Loop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Loop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Loop
What does New Loop do?
New Loop is a Danish company that operates a circular deposit and return system for reusable cups and service items. The company provides a full-service solution to businesses, cafés, and event organizers, handling the delivery, collection, washing, and redistribution of reusable containers such as coffee cups, beer mugs, soft drink cups, bowls, and other service items. End-users pay a refundable deposit (pant) when they receive a container, which is returned when the item is brought back to any New Loop return point.
Is New Loop a public or private company?
New Loop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New Loop founded?
New Loop was founded in -1. It employs 1 to 10 people.
Where is New Loop based?
New Loop is headquartered in Copenhagen, Denmark, in the Europe region.
How does New Loop make money?
One revenue line is on record: reusable Cup and Service Rental System.
Who are New Loop's main competitors?
Huhtamaki is listed as a broad incumbent. Direct peers are Again, Vytal, CupClub, Bumerang, Circular&Co and reCup GmbH. DeliverZero is listed as a regional player.
Does New Loop have an API?
No public API is recorded for New Loop.
What industry is New Loop in?
New Loop's product category is Reusable Packaging Services. Its primary akta.pro industry code is EUAIANAE, Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops), with a secondary code of IMALAMAF, Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support).