Sustainability is a hot topic on the news agenda, with over half of consumers willing to change their daily habits in order to have a more positive effect on the environment. This is leading consumers to seek alternatives from their favourite brands to enable them to counteract waste at home. From their cleaning products and their clothes, right through to their food and drink, consumers are more conscious then ever of how their everyday choices impact the environment
According to research by Lavazza, more than a third of people in the UK admit to throwing their used coffee capsules into the bin because they don’t know how to properly dispose of them. Consumers today are confused about what can and cannot be recycled, with 72% admitting to feeling overwhelmed when attempting to understand the various recycling symbols.
More than half (53%) of consumers think we should be recycling more and with the launch of Lavazza’s 100% industrially compostable coffee capsules, Brits can now enjoy their daily coffee more responsibly. When Lavazza Eco Caps are correctly disposed of they biodegrade to become compost.
Available to buy across the UK from November 2019, Lavazza Eco Caps enable coffee lovers to enjoy the finest espresso at home, applying the zero-waste principle of the circular economy (where nothing is waste but becomes a new resource) to the benefit of the environment, without compromising on taste or quality. Furthermore, unlike other compostable capsules on the market, Lavazza Eco Caps retain their distinctive aroma for longer, thanks to the innovative, “aroma safe” technology, which keeps each capsule fresh for up to 18 months.
Lavazza is aiming to replace its entire range of at home capsules with these new 100% industrially compostable capsules by the end of the year.
“For Lavazza Group, sustainability is fully integrated in the business strategy,” said David Rogers, UK managing director of Lavazza. “The new Lavazza Eco Caps replace the entire range of capsules for home consumption in UK, without any price difference. The Company is a firm believer in this major investment, which confirms our commitment to excellence, quality and sustainable development”.
Better still, to counteract consumer confusion about how coffee capsules can be recycled and to make the disposal of its 100% industrially compostable capsules more convenient for consumers, Lavazza is partnering with recycling experts, TerraCycle. This has led to the launch of the Lavazza Eco Caps Composting Programme, a free nationwide composting solution for used coffee capsules in the UK.
As part of this partnership, a network of public access coffee capsule drop-off points will be set-up around the UK, enabling consumers to conveniently dispose of their capsules. The drop-off points will be easy to find via the interactive map on the TerraCycle website. Each drop-off point will earn TerraCycle points based on the amount of capsules that are deposited, which can be redeemed as a monetary donation to the charity or non-profit organisation of their choice. Consumers can get involved by either registering to be in charge of one of the drop-off points or can support their local point by dropping off their used capsules responsibly.
Laure Cucuron, general manager, TerraCycle Europe said: “Currently there is limited availability across the UK in terms of the industrial composting facilities needed to compost many products. So we are delighted to partner with Lavazza to provide consumers a simple yet effective way to ensure that the new Lavazza Eco Caps are composted correctly. Simply find your nearest public access drop-off location using the interactive map on the TerraCycle website, drop off the Eco Caps during the designated hours and rest safe in the knowledge that they will be industrially composted. The resulting material is given a second life as useful nutrient rich compost which compliments crop growth.”
For more information, to find your nearest public access drop-off location or to register your interest in setting up a Lavazza Eco Caps Composting Programme public location for your own community, go to www.terracycle.co.uk. You can also visit www.lavazza.co.uk for more information on the Lavazza Eco Caps range.
The new Lavazza Eco Caps are available in seven taste profiles: Passionale, Qualita Rossa, Lungo Dolce, Tierra Organic, Intenso, Delizioso and Dek Cremoso.
The Lavazza A Modo Mio Eco Caps range, compatible with all Lavazza A Modo Mio machines, will be available to buy at an RRP of £4.40 from November 2019.