The Kellogg’s brand in the UK is trialling a canister made of recycled paper – which is widely recyclable – that will likely shape the Pringles’ tube of the future.
The move is part of the breakfast cereal and snacks giant’s company-wide commitment to transform to 100% reusable, recyclable or compostable packaging by 2025.
Launched in partnership with Tesco, the pilot is taking place in three of the grocer’s outlets across East Anglia from September 9, 2020 for six weeks for the Pringles 200g Original variant.
The recycled paper pilot follows a similar trial of a recyclable steel can in Italy at the end of last year.
A Kellogg’s UK spokesperson told BakeryandSnacks, “We’re still in the testing phase in our journey of designing the Pringles can of the future.
“As a global brand, we will be assessing the results of our packaging trials in [both] Italy and the UK soon to understand which formats could work best.”
Finding the can of the future
The iconic tube – invented by organic chemist and food storage technician Fredric John Baur – has been a defining feature of Pringles since it was launched in 1967 in the US.
However, it was branded one of the ‘villains’ of the recycling world by the UK’s Recycling Association, thanks to its use of multiple materials including a metal base, plastic cap, metal tear-off lid and foil-lined cardboard sleeve, which are difficult to recycle through an existing household recycling system.
To overcome this, Pringles partnered with TerraCycle two years ago to create a free recycling programme for all Pringles cans in the UK.
Now, after 12 months of intensive R&D, an in-house team has created a recyclable paper tube that also protects the hyperbolic paraboloid shaped contents and maintains their crunch over a long shelf life.
The paper cans will be trialled with two different lids: a paper lid and a plastic lid, both of which can also be recycled.
Consumers input
“We are eager to play our part and reduce our impact on the planet. And, Pringles fans expect that of us too. So, we’ve worked hard to come up with this new can, which is widely recyclable and keeps our chips fresh and tasty and protects them from breaking up – which helps to reduce food waste,” said Miranda Prins, Pringles VP.
“The important thing for us now is getting the trial up and running with Tesco and collecting all the data and consumer feedback.
One-on-one surveys and high tech surveillance will be conducted to help the brand understand the reaction of shoppers – including eye tracking analysis to see how consumers visually react to the new packaging on shelf.
“At this stage it is too early to say whether we’ll roll out this new paper tube, however, the information we collect will help us understand if people like it and if it works on the supermarket shelf and at home. This trial will help us create the Pringles can of the future,” added Prins…..
Major brand owners like Absolut, Diageo, Carlsberg, and PepsiCo are developing paper bottles, but what does a market analyst say about this paper chase?
Until the last couple years the concept of a paper bottle would seem at best an oxymoron, but innovations continue to break barriers in the pursuit of packaging that offers sustainability benefits, ideally aligned with recycling.
Thus, there’s renewed interest by major brands in paper bottles, which though not new, are experiencing increased activity, undoubtedly sparked by the anti-plastic sentiment sweeping the globe.
Until the last couple years the concept of a paper bottle would seem at best an oxymoron, but innovations continue to break barriers in the pursuit of packaging that offers sustainability benefits, ideally aligned with recycling.
Thus, there’s renewed interest by major brands in paper bottles, which though not new, are experiencing increased activity, undoubtedly sparked by the anti-plastic sentiment sweeping the globe.https://e9684372136265cda297c5523bc40606.safeframe.googlesyndication.com/safeframe/1-0-37/html/container.html
A historical sampling of Packaging Digest features uncovered a mix of the new and old among these paper bottle citations across various markets from spirits to beer to detergent starting in 2015 and extending through last month; the links appear at the end of this report.
In light of the news that Diageo, the parent company of the Johnnie Walker brand, will package the spirits brand in 100% plastic-free bottles starting in 2021 (see Paper Bottle Coming Soon to a Liquor Store Near You, published August 2020), Lux Research released this commentary: “Diageo has formed a [joint venture] called Pulpex with Pilot Lite to develop the paper bottle technology and will manufacture the paper bottles in-house. The company has always used third-party suppliers for its glass bottles, so it is unclear why the company decided to produce the paper bottles internally; it is very unusual for a brand owner company to vertically integrate itself to produce packaging along with its core products. Clients should note that it is better to partner with startups or converters to obtain sustainable packaging solutions rather than trying to do it all themselves.”
The writer is market analyst and Lux Research Associate Drishti Masand, who responds to our questions about paper bottles in this exclusive interview.
Until the last couple years the concept of a paper bottle would seem at best an oxymoron, but innovations continue to break barriers in the pursuit of packaging that offers sustainability benefits, ideally aligned with recycling.
Thus, there’s renewed interest by major brands in paper bottles, which though not new, are experiencing increased activity, undoubtedly sparked by the anti-plastic sentiment sweeping the globe.https://e9684372136265cda297c5523bc40606.safeframe.googlesyndication.com/safeframe/1-0-37/html/container.html
A historical sampling of Packaging Digest features uncovered a mix of the new and old among these paper bottle citations across various markets from spirits to beer to detergent starting in 2015 and extending through last month; the links appear at the end of this report.
In light of the news that Diageo, the parent company of the Johnnie Walker brand, will package the spirits brand in 100% plastic-free bottles starting in 2021 (see Paper Bottle Coming Soon to a Liquor Store Near You, published August 2020), Lux Research released this commentary: “Diageo has formed a [joint venture] called Pulpex with Pilot Lite to develop the paper bottle technology and will manufacture the paper bottles in-house. The company has always used third-party suppliers for its glass bottles, so it is unclear why the company decided to produce the paper bottles internally; it is very unusual for a brand owner company to vertically integrate itself to produce packaging along with its core products. Clients should note that it is better to partner with startups or converters to obtain sustainable packaging solutions rather than trying to do it all themselves.”
The writer is market analyst and Lux Research Associate Drishti Masand, who responds to our questions about paper bottles in this exclusive interview.
Carlsberg Brewing
A year ago, Carlsberg unveiled two new research prototypes of the Green Fibre Bottle, both made from sustainably sourced wood fibres, fully recyclable, and with an inner barrier to allow the bottles to contain beer. One prototype uses a thin recycled PET polymer film barrier, and the other a 100% bio-based PEF polymer film barrier.
What’s behind the recent announcements about paper bottles in beverage markets?
Masand: The paper bottle for beverage markets is not a new innovation; it has been under development for a few years with other brands like The Coca-Cola Company, Carlsberg and a start-up company called Paboco. Carlsberg was the first company and launched calls for a pulp-based bottle in 2016 to replace its glass bottles. It has sought different partners to realize this goal. While the concept of a paper bottle is not new, it can be considered as an emerging trend as the popularity and awareness of it is on the rise at the moment with more brand and industries, for example personal care brands like L’Oreal, also adopting paper bottles.
What are the differences in the paper bottles from Diageo, PepsiCo, and Frugalpac?
Masand: Diageo founded Pulpex, in partnership with Pilot Lite (a venture management company). The announcements for Diageo’s paper bottles for Johnnie Walker, and PepsiCo’s are the same technology and application: to replace glass/plastic bottles with paper bottles for drinks. Frugal Bottle is also a very similar technology and is targeting the same application as Pulpex.
Loss of transparency is a major downside in a move away from plastic packaging. What are other shortcomings?
Masand: Paper is frequently suggested as a substitute for plastic packaging, even more so than bioplastics. Several companies are shifting to paper-based packaging to reduce the use of plastics.
However, current available data suggests that paper packaging generally requires several times more mass to fulfil the same function as its plastic counterpart. As a result, the overall environmental impact tends to be higher for paper, except in its carbon footprint. Additionally, replacing plastic with paper could lead to a serious supply problem. Paper is a short-term solution and will simply shift the burden for packaging problems.
Are paper bottles at a cost premium to plastic?
Masand: All paper products for packaging typically have a 10-20 cents per piece premium. This is a big challenge that hinders paper packaging adoption. To overcome the issue, the industry has been moving to adopt a wider feedstock by using agricultural waste fibres along with hardwood and softwood fibres. The hope is that by using waste fibres, companies can achieve more sustainability and reduce costs to then lower the price premium for products.
What other beverage markets may be vulnerable to a plastic-to-paper bottle change?
Masand: The bottled water is another beverage market facing potential penetration from alternate materials like paper bottles. However, aluminium bottles and cans seem to be dominating as an alternative to plastic rather than paper.Some start-ups include Open Water, Reign Water Company, Wallaby Water, and CanO Water
Should plastic bottle suppliers be nervous?
Masand: No, it is highly unlikely for paper bottles to disruptive plastic bottles on a significant scale, at least in the near-term. In the long run, I think recycling technologies will improve considerably, allowing for a higher recycling rate for plastic bottles and other plastic packaging to enable a circular economy for plastics. With that, it is unlikely for any alternate materials to disrupt the plastic industry.
What are the technical challenges to the paper bottle?
Masand: Paper bottles need a coating or plastic liner on the inside to provide moisture barrier, and resistance to other environmental factors. While companies claim the layers can be easily separated for recyclability, we are sceptical of those claims given the challenges in recycling plastic-lined paper today and the likelihood that the companies aren’t using any technology to allow for that separation.
Also, the cap and closure for these paper bottles is aluminium- or plastic-based, so it would need to be separated and sent into different recycling streams — that is highly dependent on efficient collection and sorting, and so again makes us sceptical of the end-of-life processing success rate
Until the last couple years the concept of a paper bottle would seem at best an oxymoron, but innovations continue to break barriers in the pursuit of packaging that offers sustainability benefits, ideally aligned with recycling.
Thus, there’s renewed interest by major brands in paper bottles, which though not new, are experiencing increased activity, undoubtedly sparked by the anti-plastic sentiment sweeping the globe.https://e9684372136265cda297c5523bc40606.safeframe.googlesyndication.com/safeframe/1-0-37/html/container.html
A historical sampling of Packaging Digest features uncovered a mix of the new and old among these paper bottle citations across various markets from spirits to beer to detergent starting in 2015 and extending through last month; the links appear at the end of this report.
In light of the news that Diageo, the parent company of the Johnnie Walker brand, will package the spirits brand in 100% plastic-free bottles starting in 2021 (see Paper Bottle Coming Soon to a Liquor Store Near You, published August 2020), Lux Research released this commentary: “Diageo has formed a [joint venture] called Pulpex with Pilot Lite to develop the paper bottle technology and will manufacture the paper bottles in-house. The company has always used third-party suppliers for its glass bottles, so it is unclear why the company decided to produce the paper bottles internally; it is very unusual for a brand owner company to vertically integrate itself to produce packaging along with its core products. Clients should note that it is better to partner with startups or converters to obtain sustainable packaging solutions rather than trying to do it all themselves.”
The writer is market analyst and Lux Research Associate Drishti Masand, who responds to our questions about paper bottles in this exclusive interview.
Carlsberg Brewing
A year ago, Carlsberg unveiled two new research prototypes of the Green Fibre Bottle, both made from sustainably sourced wood fibres, fully recyclable, and with an inner barrier to allow the bottles to contain beer. One prototype uses a thin recycled PET polymer film barrier, and the other a 100% bio-based PEF polymer film barrier.
What’s behind the recent announcements about paper bottles in beverage markets?
Masand: The paper bottle for beverage markets is not a new innovation; it has been under development for a few years with other brands like The Coca-Cola Company, Carlsberg and a start-up company called Paboco. Carlsberg was the first company and launched calls for a pulp-based bottle in 2016 to replace its glass bottles. It has sought different partners to realize this goal. While the concept of a paper bottle is not new, it can be considered as an emerging trend as the popularity and awareness of it is on the rise at the moment with more brand and industries, for example personal care brands like L’Oreal, also adopting paper bottles.
Packaging Digest
A line-up of paper bottles not to scale from left-to-right: Diageo Johnnie Walker, Frugal Bottles for wines, and Absolut vodka.
What are the differences in the paper bottles from Diageo, PepsiCo, and Frugalpac?
Masand: Diageo founded Pulpex, in partnership with Pilot Lite (a venture management company). The announcements for Diageo’s paper bottles for Johnnie Walker, and PepsiCo’s are the same technology and application: to replace glass/plastic bottles with paper bottles for drinks. Frugal Bottle is also a very similar technology and is targeting the same application as Pulpex.
Loss of transparency is a major downside in a move away from plastic packaging. What are other shortcomings?
Masand: Paper is frequently suggested as a substitute for plastic packaging, even more so than bioplastics. Several companies are shifting to paper-based packaging to reduce the use of plastics.
However, current available data suggests that paper packaging generally requires several times more mass to fulfil the same function as its plastic counterpart. As a result, the overall environmental impact tends to be higher for paper, except in its carbon footprint. Additionally, replacing plastic with paper could lead to a serious supply problem. Paper is a short-term solution and will simply shift the burden for packaging problems.
The 750mL Frugal Bottle made by Frugalpac is made from 94% recycled paperboard with a food-grade liner and, at just 83 grams, is up to five times lighter than a glass bottle. An independent Life Cycle Analysis by Intertek found it has a carbon footprint up to six times (84%) lower than a glass bottle and more than a third less than a bottle made from 100% rPET.
Are paper bottles at a cost premium to plastic?
Masand: All paper products for packaging typically have a 10-20 cents per piece premium. This is a big challenge that hinders paper packaging adoption. To overcome the issue, the industry has been moving to adopt a wider feedstock by using agricultural waste fibres along with hardwood and softwood fibres. The hope is that by using waste fibres, companies can achieve more sustainability and reduce costs to then lower the price premium for products.
What other beverage markets may be vulnerable to a plastic-to-paper bottle change?
Masand: The bottled water is another beverage market facing potential penetration from alternate materials like paper bottles. However, aluminium bottles and cans seem to be dominating as an alternative to plastic rather than paper.Some start-ups include Open Water, Reign Water Company, Wallaby Water, and CanO Water.
Should plastic bottle suppliers be nervous?
Masand: No, it is highly unlikely for paper bottles to disruptive plastic bottles on a significant scale, at least in the near-term. In the long run, I think recycling technologies will improve considerably, allowing for a higher recycling rate for plastic bottles and other plastic packaging to enable a circular economy for plastics. With that, it is unlikely for any alternate materials to disrupt the plastic industry.
What are the technical challenges to the paper bottle?
Masand: Paper bottles need a coating or plastic liner on the inside to provide moisture barrier, and resistance to other environmental factors. While companies claim the layers can be easily separated for recyclability, we are sceptical of those claims given the challenges in recycling plastic-lined paper today and the likelihood that the companies aren’t using any technology to allow for that separation.
Also, the cap and closure for these paper bottles is aluminium- or plastic-based, so it would need to be separated and sent into different recycling streams — that is highly dependent on efficient collection and sorting, and so again makes us sceptical of the end-of-life processing success rate.
Final thoughts?
Masand: Many companies are adopting solutions that solve the issue of plastics waste; however, they create a new set of sustainability challenges. All the alternative materials solutions have a separate set of problems associated with them; thus, they simply shift the packaging problem. With that, paper packaging will continue to grow for adoption, but will never be a substantial threat to plastics.
In partnership with Paboco and the three other companies in the Paboco Pioneer Community, Coca-Cola has revealed a first-generation prototype of its paper bottle.
The company has not yet realised its ultimate goal of creating a 100% paper-based bottle, as the structure of the prototype consists of a paper shell with a plastic closure and a plastic liner inside.
While the plastic used is 100% recycled and can be recycled again after use, the company aims to eventually create a paper bottle that can be recycled like any paper. Coca-Cola says that the next step is to find a solution to create a bottle without the plastic liner.
“Our vision is to create a paper bottle that can be recycled like any other type of paper, and this prototype is the first step on the way to achieving this. A paper bottle opens up a whole new world of packaging possibilities, and we are convinced that paper packaging has a role to play in the future,” says Stijn Franssen, EMEA R&D packaging innovation manager at Coca-Cola, who is working on the project.
Just like other types of packaging, a paper bottle of the future must adhere to the same high safety and quality standards for food and drink packaging that currently apply. Stijn and this team are putting the bottle through testing in a lab to see how it performs in the refrigerator, how strong it is, and how well it protects the beverage inside.
“We also reflect on how our consumers will react to this paper bottle. Topics like when and where it could be sold and how it can be recycled are all considered. The bottle must be explored from every perspective to ensure that we make the bottle the best it can be,” concludes Stijn.
Woolworths has launched a recyclable paper meat tray across a selection of its Own Brand beef nationally.
The new paper trays used for Woolworths’ Specially Selected and Grass Fed beef ranges are the first step in a plan to make all Woolworths’ Own Brand red meat trays recyclable over the coming months.
The redesign features a paper tray and fresh seal film, using 75 per cent less plastic than the previous packaging. It is to eliminate 2.2 tonnes of plastic from the supply chain each year across seven popular beef cuts.
Consumers can recycle the trays in their curbside recycling bin by peeling back the vacuum films used to seal in the meat.
The film covering and lining the trays can also be recycled through the REDcycle bins located at every Woolworths store, along with any other household soft plastics.
“Over the last three years we’ve embarked on a sustained program to rethink our own packaging across a wide range of categories. We know sustainable packaging is important to our customers and we’re pleased to begin our transition to recyclable meat trays, starting with our Specially Selected and Grass Fed beef ranges,” Cullen said.
“Packaging plays a vital role in maintaining product freshness and quality, but it’s important we do it in a sustainable way and encourage more recycling. Our dedicated sustainability specialists will continue to explore new opportunities to increase the recyclability of our packaging as part of our broader commitment to help build a circular economy, where waste is treated as a resource.”
To help make recycling easier for its customers, Woolworths includes simple, easy to follow recycling labels developed by Planet Ark on its Own Brand products. These show how each element of packaging can be discarded either through kerbside recycling, by returning to the store for recycling, or as general waste.
