On July 1, the Netherlands introduced a Single Use Plastic (SUP) levy. The new measure stems from the European Union’s (EU) Directive on Single Use Plastics (SUP), which aims to reduce the impact of single-use plastic on the environment. Foodservice and food retail outlets may no longer give customers disposable cups and containers containing plastics for free. Customers must now pay for these disposable plastic cups and containers. Moreover, outlets also must provide a reusable cup or container, or the customer can bring one himself. Products covered under the new measures are, for instance, plastic trays for fries and many To-Go products at the retail level. Meal components that still need to be cooked, prepared, or heated are not covered by the measure. Outlets determine for themselves what the SUP levy will be. The proceeds from the levy are meant for retailers to use to increase the use of sustainable packaging.