Single-use plastic packaging has become a highly relevant topic worldwide, posing a challenge to the world's largest Fast-Moving Consumer Goods companies, given the negative perception of consumers about plastics and their environmental and health impacts. Also, the recent focus of EU-wide legislation and strategies towards more sustainable and circular solutions has increased the pressure on these companies. One of the strategies outlined is that, by 2030, all Single-use packaging placed on the European market is reusable or recyclable, driving design for re-use and recyclability of packaging. The reuse strategy is gaining a significant boost in the packaging world, evidenced by the commitments, research, creation of startups and pilot tests launched over recent years. This interest stems from the growing recognition that Reusable Packaging has the potential to generate environmental benefits, being considered one of the most environmentally friendly options. This paper aims to identify design opportunities to develop an innovative and efficient reusable food packaging system that incorporates the principles of the Circular Economy, analysing the macroeconomic environment, identifying and analysing existing reuse solutions, and understanding consumers’ needs and desires. Key requirements include convenient, safe, and durable packaging, effective reduction in ecological footprint, efficient cleaning systems, consumer-friendly infrastructure, and population density to sustain the business. It is also crucial that the packaging aligns with the food's characteristics, as both are interdependent. The study provides insights for designers and the industry eager to create new business opportunities related to innovative and effective reusable food packaging systems.