Kraft is boosting the sustainability credentials of its Kenco coffee business with Eco Refill packs.
Rather than buy a new jar of coffee, consumers can refill empty Kenco jars they already have, reducing their environmental impact.
Available in Kenco Rich and Smooth flavours, the Eco Refill packs have 97% less packaging weight than Kenco jars (per gram of coffee). This reduction will be highlighted on pack with Kenco's Rainforest Alliance certification when they roll out across major retailers later this month.
Consumers would also save money by using the 150g refills, claimed Kenco, as their £3.58 price tag was less per gram of coffee than both the 100g (rsp: £2.58) and 200g (rsp: £4.98) jars.
"The packs fit with consumer demand for a good value, convenient product that encourages more environmentally friendly behaviour yet still offers the great taste of Kenco," said Malcolm Hett, Kenco senior brand manager.
The launch will be backed by a £6m support package running from October and into 2010. It includes a television campaign fronted by Britain's Got Talent hostess Amanda Holden and interior designer and TV presenter Oliver Heath. Marketing also includes outdoor advertising, PR, and in-store advertising.
The launch was part of Kraft's renewed focus on reducing packaging for the Kenco brand, said Hett.
"By the end of the year, we will be buying all the beans for Kenco freeze-dried from Rainforest Alliance farms so we are now focusing on packaging as the next step in our sustainability journey."
Rather than buy a new jar of coffee, consumers can refill empty Kenco jars they already have, reducing their environmental impact.
Available in Kenco Rich and Smooth flavours, the Eco Refill packs have 97% less packaging weight than Kenco jars (per gram of coffee). This reduction will be highlighted on pack with Kenco's Rainforest Alliance certification when they roll out across major retailers later this month.
Consumers would also save money by using the 150g refills, claimed Kenco, as their £3.58 price tag was less per gram of coffee than both the 100g (rsp: £2.58) and 200g (rsp: £4.98) jars.
"The packs fit with consumer demand for a good value, convenient product that encourages more environmentally friendly behaviour yet still offers the great taste of Kenco," said Malcolm Hett, Kenco senior brand manager.
The launch will be backed by a £6m support package running from October and into 2010. It includes a television campaign fronted by Britain's Got Talent hostess Amanda Holden and interior designer and TV presenter Oliver Heath. Marketing also includes outdoor advertising, PR, and in-store advertising.
The launch was part of Kraft's renewed focus on reducing packaging for the Kenco brand, said Hett.
"By the end of the year, we will be buying all the beans for Kenco freeze-dried from Rainforest Alliance farms so we are now focusing on packaging as the next step in our sustainability journey."
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