Kenco coffee maker, JDE Peet’s is bringing its revolutionary paper refill packs to UK & Ireland retail for the first time, from January 2024.
Following a successful year of research, development and testing, JDE Peet’s is the first major UK coffee brand to switch from plastic to paper refills marking a breakthrough for sustainable packaging in the instant coffee category, with a pack that can now be recycled at home.
The cutting-edge packaging technology is over 85% paper meaning it can be put in home recycling bins and has been specially developed to keep the coffee fresh for 15 months so consumers can enjoy the same high-quality taste experience they know and love. What’s more, it is 97% less packaging than a standard 200g glass jar – reducing packaging waste.
Kenco was the first coffee brand to launch the refill format back in 2009 and today is the market leader with 79% market share [1]of instant coffee refills – delivering over £25M RSV [2]each year. The new paper packaging will replace the existing plastic 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 ever. The packs will be launching across major retailers in the UK & Ireland from January onwards.
Roberto De Felice, Marketing Director, UK & Ireland: “We’re delighted to launch our new home recyclable paper refills. Research shows consumers want to embrace reusable and refillable packaging, 76% of shoppers are looking to recycle more[3] – 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”.
The refill packs mark a significant step on JDE Peet’s sustainability journey and supports its Common Grounds Programme, which aims to minimise its footprint and positively impact people, the planet and the future of coffee and tea.
The paper refill packs will be available in grocery from January 2024.
[1] Nielsen Scantrack Data Total Coverage MAT Dec 23
[2] Nielsen Scantrack Data Total Coverage MAT Dec 23
[3] IGD Help Me Live Sustainably 2022
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