JDE Petes is launching new home-recyclable paper refill packs for instant coffee in the UK and Ireland this month.
The company includes coffee brands Kenco, Douwe Egberts and Tassimo in its portfolio and claims to be the first major coffee brand to switch from plastic to paper refills. The launch of the new packaging follows a year of research, development and testing.
According to JDE Peet’s, more than 85% of its packaging is made of paper, which means it can be placed in household recycling bins. Designed to keep coffee fresh for 15 months, it uses 96% less packaging material than a standard 200g glass bottle, reducing waste.
The new paper packaging will replace Kenco and Douwe Egberts’ existing packs and will be rolled out to bring the L’or brand into refill format for the first time. The pack will be available at major retailers in the UK and Ireland from this month onwards.
Roberto de Felice, marketing director for the UK and Ireland at JDE Peet’s, said: “Research shows that consumers want to adopt reusable and refillable packaging, with 76% of shoppers saying they want more “We are considering recycling, but the ease of recycling may be a major barrier.”
He added: “Our new packs will help consumers make greener choices by making recycling easier, increasing refill adoption, reducing packaging waste and removing plastic from the retail supply chain. I will make it possible,” he added.
The company aims to have 100% reusable, recyclable or compostable packaging across its brand portfolio by 2030.