Is Smart Packaging Moving Beyond Single-Use?

A European refill deal hints that smart packaging may be shifting from disposable tech to connected systems built around reuse and data

9 Feb 2026

Investor interest is quietly reshaping the conversation around smart packaging. In Europe, a new round of funding for refill technology has prompted packaging leaders to look beyond the package itself and toward the systems that support it.

The signal came with a €4 million investment in Dripl, a company building connected beverage dispensers for offices and shared spaces. The idea is simple on the surface: replace bottles and cans with refillable machines. The implications, however, reach much further into how brands think about data, sustainability, and long-term customer relationships.

For years, smart packaging largely meant adding intelligence to disposable items. QR codes, NFC tags, and interactive labels promised engagement and insight, all tied to single-use formats. That model is now being questioned as waste reduction moves higher on corporate agendas.

Refill platforms flip the logic. Intelligence shifts from the package to the infrastructure. Sensors, software, and connected hardware track consumption, maintenance, and demand without producing a steady stream of empty containers. The data brands value does not disappear. It simply comes from a different place.

Dripl illustrates the appeal. Less material flows through the system, while usage data supports service contracts and ongoing relationships. For investors, that mix of sustainability and recurring revenue is attractive, even if scaling requires coordination across operations, logistics, and user behavior.

Analysts note that refill does not erase packaging altogether. Cups, cartridges, and cleaning systems still exist. What changes is where value is created and captured. In many cases, insight comes with lower material costs and a lighter environmental footprint, though results vary by market and category.

In the United States, refill interest is rising alongside state-level producer responsibility rules and public sustainability pledges from major brands. Food and beverage companies, in particular, are testing ways to cut packaging volumes in high-turnover settings. Most efforts remain small, but momentum is building.

The hurdles are real. Refill models demand upfront investment, operational change, and consumer participation. Competition also shifts toward reliability, data stewardship, and user experience.

Still, few see this as an either-or choice. As money flows toward smarter systems, refill technology is emerging as a practical complement to traditional smart packaging, and a sign that innovation is moving beyond the package itself.