Sustainability Awards Finalist Interview: Greiner’s ‘space-efficient’ square cup

Greiner has been nominated in this year’s Sustainability Awards for its CUBO square cup, said to enable up to 30% higher pallet density and reduce transport-related CO2 emissions. We asked the company a few questions to find out more.

You’re a finalist in the Sustainability Awards 2026. Congratulations! To start off, could you summarize your entry in less than 50 words?

CUBO is a space-efficient square cup that maximizes space utilization. The design enables up to 30%* higher pallet density, reduces transport-related CO₂ emissions, improves retail shelf utilization, and reduces replenishment cycles in store, leading to benefits throughout the value chain.

*based on 480 units of 400 ml CUBO, which equals four additional layers compared to a standard 400 ml cup.

Why do you think the judges were impressed with your entry? Tell us about what is innovative about your project and its impact on packaging sustainability.

We believe the judges were impressed by CUBO because for the first time we looked at packaging across its entire value chain, from production through logistics to end of life. The benefit it creates comes from many small advantages that add up to a significant impact.

It addresses one of the packaging industry's key challenges: balancing sustainability requirements with economic efficiency. By replacing the traditional round cup with a space-efficient square design, CUBO enables higher pallet density, reducing transportation and storage costs while lowering transport-related CO2 emissions through fewer truck journeys.

CUBO can be produced in different materials, including rPET. Combined with Greiner Packaging's Click-In sealing lid, it can eliminate the need for an additional aluminium foil seal. When both components - the CUBO cup and the Click In sealing lid - are made from the same material, the result is a mono-material packaging solution that supports improved recyclability.

By delivering these logistics efficiencies, cost savings, reduced packaging complexity and enhanced recyclability, CUBO provides a practical solution that aligns with the sustainability goals of brand owners and retailers while helping them meet evolving regulatory and EPR requirements.

Finally, can you tell us about the ongoing development of your project, such as how your innovation has been received by the industry and what the next steps are in commercialization?

CUBO has received very positive feedback from brand owners and retailers. Customers see strong potential for applying the square cup format across a wide range of product categories, while retailers value its ability to support their sustainability objectives through improved logistics efficiency and reduced environmental impact. In addition, the optimized use of space can help lower costs and reduce handling and replenishment efforts in stores.

The next step in CUBO's commercialization is to enter a pilot phase with selected partners. We are currently seeking customers who are interested in introducing CUBO to the market and working with us to validate its benefits in real-world applications, paving the way for broader market adoption.

The winners of this year’s Sustainability Awards were announced on the 11^th November at the Sustainable Packaging Summit, taking place from the 10^th-12^th November in Utrecht, Netherlands. The Summit mobilizes leaders of the FMCG value chain, policymakers, NGOs, recyclers and investors to collaborate, remove barriers and identify opportunities on the road to sustainable transformation.

To learn more, visit: https://www.packagingsummit.earth

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