| The Netherlands

JDE Peet’s to launch recyclable paper packaging for its instant coffee range

The Dutch coffee group will introduce the new packaging across its L’OR, Kenco, Jacobs and Douwe Egberts instant coffee brands in selected markets from the start of 2024

JDE Peet’s portfolio of instant coffee brands include L’OR, Kenco, Jacobs and Douwe Egberts | Photo credit: JDE Peet’s


JDE Peet’s has announced plans to launch new, fully recyclable, paper packaging for its instant coffee ranges. 

The Amsterdam-based coffee group said the packaging, to be rolled-out across multiple JDE Peet’s brands in select markets next year, will generate the lowest carbon footprint within its existing portfolio of products. 

In a press release JDE Peet’s said the packaging is designed ‘to create a more sustainable ecosystem’ within the global instant coffee market by ‘incentivising the reuse of existing glass jars and tin formats’.  

JDE Peet’s portfolio of instant coffee brands include L’OR, Kenco, Jacobs and Douwe Egberts. 

“This is an important step in driving the sustainability agenda of our company and yet another sign of our leadership in innovation. We know that reducing packaging and promoting recyclability and reusability are increasing consumer needs. By providing more sustainable solutions within soluble coffee, one of the world’s most beloved and consumed beverages, we can maximise our positive contribution in decarbonising our own portfolios and the coffee market as a whole,” said Fabien Simon, CEO of JDE Peet’s. 

JDE Peet’s is seeking to make 100% of its packaging reusable, recyclable or compostable by 2030.  

The JAB Holding-backed coffee group achieved 16% sales growth in 2022 to reach €8.2bn ($8.7bn)

Reusable and recyclable packaging is becoming increasingly mainstream as major coffee roasters and retailers seek to reduce waste from operations, lower their carbon footprint and cater to environmentally-conscious consumers. 

In November 2021, UK-based Union Hand-Roasted Coffee launched a trial exploring 100% recyclable, plastic free, paper coffee packages. The coffee roaster introduced fully recyclable LDPE monoplastic retail coffee packaging in May 2022. 

Meanwhile, in March 2023, Swedish coffee group Löfbergs unveiled new, fully-recyclable mono-laminate coffee packaging, which it said was a ‘world-first’. 

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