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Durable Refillable Packaging

Nestle Germany Partnered with Circolution on Reusable Packaging

— February 24, 2023 — Eco
Nestle Germany is partnering with Circolution, a manufacturer of compatible Deposit Return Scheme (DRS), to pilot reusable packaging named 'Anita in Steel' for its Nesquik cocoa mixes in Germany. The Anita in Steel packaging, which Circolution leases out to Nestle, is a stainless steel cup-like container that can be returned to stores participating in Germany's DRS program.

According to Circolution's website, the Anita in Steel packaging has a lifespan of up to 10 years and can be reused up to 50 times. The container is also fully recyclable and can be melted down to produce new stainless steel products at the end of its life. Additionally, the container's manufacturing process uses fewer resources and generates less waste compared to single-use packaging options.

Circolution is responsible for collecting, cleaning, and transporting the containers, with a small seal recycled via curbside service. Other brands, such as Hoppenworth & Ploch and BE.AN, are also trialing and using the Anita in Steel cups. Circolution plans to roll out more products in the coffee and cocoa categories regionally by Q3 2023, with a national rollout in Germany to follow.

Image Credit: Circolution, Nestle Germany
Trend Themes
1. Reusable Packaging - Opportunity for businesses to reduce waste and environmental impact by investing in durable and refillable packaging solutions like the 'Anita in Steel' cup.
2. Deposit Return Scheme - Opportunity to implement a deposit return system to incentivize consumers to return and reuse packaging, reducing waste and promoting sustainability.
3. Circular Economy - Opportunity to design and implement circular business models that promote the reuse and recycling of product packaging and materials, reducing environmental impact.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage companies to invest in sustainable packaging solutions to reduce waste and promote their brand as environmentally conscious.
2. Logistics and Transportation - Opportunity for logistics and transportation companies to develop and implement transportation and storage solutions for reusable packaging in a circular economy system.
3. Manufacturing - Opportunity for manufacturers to design and produce durable, reusable packaging solutions that promote sustainability and reduce environmental impact.
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