Kenco’s owner has debuted its new home-recyclable paper coffee refill packets.
The new packaging is over 85% paper, allowing consumers to dispose of the packets in home-recyclable and kerbside recycling bins.
The firm, Jacobs Douwe Egberts Peet UK (JDE Peet), has hailed its switch from plastic to paper as a breakthrough for sustainable packaging in the instant coffee category, labelling itself as the first major UK coffee to introduce the initiative.
Rolling out among JDE Peet-owned coffee brands including Kenco, Douwe Egberts and L’OR, the paper containers also use 97% less packaging than a standard 200g glass jar.
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The new eco-friendly packaging follows Kenco becoming the first coffee brand to launch the refill format in 2009, a feat it attributes to it now being the market leader with 79% of the market share for instant coffee refills.
JDE Peet marketing director Roberto De Felice said: “We’re delighted to launch our new home recyclable paper refills. Research shows consumers want to embrace reusable and refillable packaging, and 76% of shoppers are looking to recycle more – but ease of recycling can be a significant barrier.
“Our new packs will help empower consumers to make greener choices by making it easier to recycle and driving wider adoption of refills – reducing packaging waste and removing plastic from retail supply chains. Taking this crucial stride confirms our commitment to advancing our sustainability goals to make 100% of our packaging reusable, recyclable or compostable by 2030”.
Kenco Smooth, Rich and Decaf 150g paper refill packs are available for RRP £6.09, while L’OR Classique, Intense, Decafeine 125g paper refill packs are available for RRP £7.25. The Douwe Egberts Pure Gold 150g paper refill pack price has yet to be announced.
