JDE Peet’s is set to start rolling out its new home-recyclable refill packs across three of its instant coffee ranges, Douwe Egberts, Kenco and L’OR.
When first unveiled in July last year, the company claimed that the new paper pack solution was the first of its kind in the coffee market. Made from more than 85% paper, the packs use 97% less packaging than a standard 200g glass jar and still keep the coffee fresh for 15 months.
The new packs will start appearing in stores in the UK and Ireland this month across seven SKUs. They will replace existing plastic packs for Douwe Egberts and Kenco, with the refill format being introduced to the L’OR brand for the first time.
JDE Peet’s Marketing Director for the UK & Ireland, Roberto de Felice, said: “Research shows consumers want to embrace reusable and refillable packaging, 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.
“Taking this crucial stride confirms our commitment to advancing our sustainability goals to make 100% of our packaging reusable, recyclable or compostable by 2030.”
