Meadow tabs aluminum as key to boosting beauty sector recycling

Sweden-based startup packaging firm Meadow says a recently announced alliance with United States Ball Corp. can help it “drive a shift away from linear packaging” by linking up with the “industrial capability” of Ball “to replace billions of linear containers” with aluminum packaging.

Meadow, which was founded in 2020, says its approach involves offering aluminum packaging in traditionally plastic-reliant sectors such as personal hygiene and beauty products in a way that “leverages existing consumer behavior rather than attempting to change it.”

The company says it “drives circularity at a global scale” by offering what it calls a versatile, cost-efficient and scalable packaging system using aluminum cans as pre-filled containers for categories beyond the beverage sector.

Meadow refers to the aluminum beverage can as having “the highest recycling collection rate in the world” and says its cans can hold liquid soap, shampoo and other beauty products in a format that “minimizes raw material use and reduces overall weight by eliminating the traditional pull tab.”

Branding can be added according to business requirements, Meadow says, “offering a means to achieving visibility and circularity across multiple product categories, markets and needs.”

When it announced its arrangement with Colorado-based Ball Corp. this January, Victor Ljungberg, CEO of Meadow, remarked, "With Ball, we can offer global reach for our circular packaging solution, expanding the availability of a cost-efficient, easy-to-use and recyclable pre-fill technology. Together, we are accelerating the adoption of circular packaging among global consumer packaged goods (CPG) brands across multiple categories.”

“We’re excited to work with Meadow to deliver our shared vision of bringing sustainable solutions at scale to meet our customers’ sustainability goals,” said Jay Billings, president of Ball Growth Ventures, at the time of the announcement.

As of mid-2025, Meadow says it is collaborating with a network of partners to deploy its technology globally, including contract manufacturers, design companies and equipment manufacturers, citing Maryland-based contract manufacturer C-Care as one new partner.

The Swedish firm says its Kapsul technology has been designed to expand the potential packaging applications for the aluminum can. Some applications also can include a refill option.

“The Meadow technology is definitely the next big thing in refill packaging, and through our partnership, we can ensure efficient production and scalability for brands worldwide,” says Victoria Marletta, a Ball Corp. vice president in the commercial, personal and home care sectors. “We believe in the power of reusable systems and aluminum cans, and we’re proud to expand the reach of reuse and refill with our aluminum can.”

The Kapsul technology sports what Meadow calls a versatile prefilled cartridge, paired with a reusable dispenser that brands can customize when licensing Meadow’s technology. A twist-to-open mechanism makes the can easy to open with minimal effort, says Meadow.

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Meadow says it has been testing its product design in the United Kingdom for the past three years, with that testing finding the Meadow system “not only meets sustainability expectations but that it delivers an experience consumers enjoy."

“Notably, the signature ‘pop’ sound when activating a new Meadow Kapsul was cited as making the product feel premium and highlighted as an enjoyable part of the product packaging experience,” Meadow says.

In the U.K., consumers ranked Meadow 4.4 out of 5 for sustainability, 4.2 out of 5 for “premiumness” and 4.1 out of 5 for convenience when comparing Kapsul to pouches and single-use bottles, according to the firm.