Yoyo Grocery Co: Scaling Reusable Packaging for Online Groceries

Overview
Single-use packaging waste is a growing concern – both environmentally and economically. Legislation is tightening, consumers are demanding sustainable alternatives, and businesses face rising compliance costs. Yet many reuse solutions remain costly, rigid or impractical at scale.

Yoyo Grocery Co has created the world’s first flexible pack reuse system for online groceries – a low-cost, durable, and hygienic model that integrates seamlessly into existing logistics. With over 10,000 customer orders fulfilled and 94% of packaging returned for reuse, Yoyo has proven both appetite and viability.

The model operates across both direct-to-consumer grocery sales and B2B packaging-as-a-service, with early pilots launching in 2025. The company is now raising £100,000 EIS at a £1.5m pre-money valuation to expand its cleaning validation technology and scale customer acquisition via influencer-led marketing.

Competitive Advantage
Yoyo’s model offers:

  • Lightweight, hygienic HDPE packs designed for 50+ reuse cycles

  • Proprietary cleaning tech using infrared and machine learning

  • Royal Mail returns with 94% return rate achieved in 2024

  • Direct-to-consumer grocery fulfilment and B2B licensing model

  • Soil Association organic certification and strong NPS scores

Its approach overcomes the typical logistical and economic barriers of reusable packaging, offering a more scalable route to meaningful impact.

Strategic Focus
Yoyo’s strategy is twofold:

  1. Continue growing its D2C grocery sales, where it earns margin and gains valuable customer feedback

  2. Expand B2B licensing through pilot partnerships with national retailers, driven by incoming EPR legislation and sustainability pressure

Its IP sits in the reuse process – from cleaning and validation to pack tracking and returns – creating long-term licensing potential across the £1.4 trillion global packaging market.

Investment Required
Yoyo is raising £100,000 EIS to:

  • Finalise cleaning validation system and automation

  • Expand its influencer-led customer acquisition strategy

  • Support early B2B onboarding and pilot fulfilment

  • Develop content and community to build loyalty and return rates

The round supports both technology IP and revenue growth as regulatory momentum builds.

Traction and Achievements

  • 10,000+ customer orders fulfilled

  • 32,000+ reusable packs in circulation

  • 94% return rate in 2024

  • B2B pilots secured for 2025

  • Soil Association certified

  • 62% revenue growth in Q1 2025 vs Q1 2024

  • £398k revenue projected for 2025

Competition
Most reuse models rely on rigid tubs or prefill systems that are expensive, bulky, and incompatible with traditional fulfilment. Yoyo’s flexible HDPE packaging and postal return model provide a lightweight, lower-cost alternative, with validation tech that strengthens trust at scale.

Growth & Future Prospects
Key growth drivers include:

  • EPR regulations increasing the cost of single-use packaging

  • Demand from retailers for third-party reuse partners

  • Rising consumer preference for sustainability in grocery

  • Licensing opportunities across FMCG, retail and food delivery

  • International scalability of cleaning and pack tracking systems

Exit Potential
Yoyo is positioned as a strategic acquisition target for:

  • Major retailers seeking reuse capability

  • Packaging companies diversifying into reusable systems

  • Climate-tech and circular economy investors

  • Private equity platforms focused on sustainable infrastructure

The underlying IP and data layer around cleaning and pack validation are especially attractive for long-term value.

Risk Warning
Investing in early-stage businesses involves significant risks, including illiquidity, loss of capital, lack of dividends, and dilution. Investments should only be made by investors who understand these risks and can afford to bear them. Past performance is not an indicator of future results. Tax relief eligibility (such as EIS) depends on individual circumstances and current UK tax legislation, which may change. Seek independent financial advice before making any investment decisions