Keurig Dr Pepper x PAPACKS

Keurig Dr Pepper x Papacks Fiber Bottle / Source: Papacks

EuropeFood & BeverageHempMoulded FibreNorth AmericaPackagingPapacks Fiber BottlePaper

4 MINUTE READ

Nadine Smith

WHAT WE SAY:

We do not need to elaborate on the need for a plastic bottle alternative when we are still producing one million a minute, with little chance of them being recycled. So while we would love to see drinks brands showing true leadership and embracing reuse and refill, swapping materials – from toxic, everlasting plastic to renewable and biodegradable paper – is a step in the right direction.

Everything now is about scale and speed, and we are yet to see fibre bottles made possible at a speed that allows them to compete with plastic. Keurig Dr Pepper’s partnership with Papacks is not the first fibre bottle announcement that we have seen, but it is one of the more promising ones to watch.

KEY FACTS:

Beverage giant Keurig Dr Pepper announced in March 2022 that it was working with German Moulded fibre producer Papacks to develop its first fully recyclable and compostable fibre bottle.
The brand is using Papacks’ award-winning Fiber Bottle, which is cast formed from renewable materials, such as wood, Paper, straw or Hemp; the closure is made from Papacks IMG (Injection Moulding Granulate), a home compostable bioplastic made from organic materials.
The bottle also features Papacks’ Natural Coating, a PFAS-free organic barrier coating for fat, oxygen and water vapour.
Because of its all-natural materials, the bottle is fully home compostable and recyclable in the paper waste stream.
The prototype is currently in development and is slated for testing late 2022. Dr Pepper’s water and carbonated juice brands - including Evian, Schweppes and Snapple - are expected to be commercially available in the fibre bottle.

DIVE DEEPER:

More than a million plastic bottles are sold every minute around the world. With only 9% of plastic currently recycled, these bottles end up in landfill, the oceans or being incinerated.
According to the US Environmental Protection Agency (EPA), the US recycling rate for PET - the plastic most commonly used for plastic drinks bottles - was just under 29% in 2018.
The fibre bottle initiative is part of Keurig Dr Pepper’s commitment to convert 100% of packaging to recyclable or compostable by 2025 and its goal to cut virgin plastic packaging by 20% by 2025, both of which sit within its ‘Drink Well. Do Good.’ corporate responsibility platform.
Announcing the initiative, Keurig Dr Pepper stated that its goal was to create a fibre bottle where 100% of the packaging is compostable and kerbside recyclable – not just the bottle but the cap, closure and label too, a more ambitious target than other fibre bottle initiatives.
The existing Papacks fibre bottles are certified through ISO 9001 as food-safe.

Key Design Considerations:

What is Papacks’ barrier coating made from?

Papacks reports that it expects its organic coating to be able to handle the full range of Keurig Dr Pepper’s products, from still to carbonated soft drinks. Fibre bottles have typically struggled with carbonated soft drinks, so we look forward to seeing the results of the prototype phase and to learn more about Papacks’ solution to this challenge.

What is the overall emissions profile of switching to fibre bottles?

Papacks’ claims its fibre bottle has a CO2 footprint four times lower than conventional plastic bottles. However, its products are currently manufactured in Europe, while Keurig Dr Pepper’s core business is in North America. You should consider the end-to-end implications of shifting to ‘sustainable’ packaging innovations.

How will you communicate the bottle’s recycling and composting attributes?

Customers are familiar with how to recycle aluminium cans and plastic bottles (even if we remain deeply skeptical about the benefits of the latter). But they may well be confused by the recyclability of the Papacks IMG closure. Consider how you can communicate how to handle the bottles at their end-of-life.

What new branding challenges and opportunities do fibre bottles create?

Moulded fibre bottles are opaque, unlike their plastic counterparts. Consider how a lack of visual connection with product inside can be overcome in the design and marketing communication. Similarly, you will have to adapt your designs when printing onto moulded fibre when compared to plastic labels.