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JDE Peet’s rolls out recyclable coffee packaging in UK and Ireland

JDE Peet’s is rolling out its new home-recyclable paper refill packs for instant coffee in the UK and Ireland this month. The company, which includes coffee brands Kenco, Douwe Egberts and Tassimo within its portfolio, claims to be the first major coffee brand to switch from plastic to paper refills. The new packaging launch follows a year of research, development and testing. According to JDE Peet’s, the packaging is made from over 85% paper, meaning it can be placed into home recycling bins. It has been designed to keep coffee fresh for 15 months and contains 96% less packaging than a standard 200g glass jar, reducing waste. The new paper packaging will replace the existing packs for Kenco and Douwe Egberts and will be rolling out to introduce the L’or brand to the refill format for the first time. The packs are launching across major UK and Ireland retailers from this month onwards. Roberto de Felice, marketing director, UK and Ireland at JDE Peet’s, 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”. He added: “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”. The company is targeting 100% reusable, recyclable or compostable packaging across its brand portfolio by 2030.


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