Dutch pure-play coffee and tea company JDE Peet’s has unveiled its plans to launch new paper-based packaging for its soluble coffee range.

The company said this new packaging is the ‘first of its kind in the coffee market’.

It intends to create a more sustainable ecosystem across the soluble coffee market while also encouraging the reuse of glass jars and tin containers.

Peet’s soluble coffee range will be available in selected markets across different brands under the beverage company’s portfolio from 2024.

Peet’s CEO Fabien Simon said: “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.

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“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.”

This move will directly support Peet’s initiatives to reduce its carbon footprint throughout its value chain.

The company is also planning to significantly minimise the amount of its packaging material used and therefore its related carbon emissions, driven mainly by manufacturing, transport, and end-of-life disposal.

Peet’s is estimating that the new pack will generate its lowest carbon footprint to date when compared to its existing range of products.

Furthermore, the solution is in line with JDE Peet’s commitment to transition 100% of its packaging into reusable, recyclable, or compostable versions by 2030.

Last year, Peet’s committed to the Science Based Targets initiative-approved targets to reduce its greenhouse gas emissions across scopes 1, 2 and 3.