Coffee capsules will replace natural coffee
2022.11.21 03:12
Coffee capsules will replace natural coffee
Budrigannews.com – Nestle’s Nespresso coffee business, despite being recyclable, is decimated by the metal goods of the Swiss packaged food giant, which often end up in landfills.
Nespresso CEO Guillaume-Le-Cunff told Reuters that not all customers know that aluminum capsules are recyclable and compressed paper pulp capsules are more comfortable.
“The goal is not to replace all aluminum capsules with paper, but to give consumers more choice. This is a sustainable alternative,” Le Cunff said in an interview.
“You can compost the paper capsules or recycle the aluminum ones. We let the customer choose,” he added.
Nespresso is one of Nestle’s largest brands, with sales of CHF 6.4 billion ($6.7 billion) in 2021, making it one of its most profitable brands.
After boosting sales during the COVID-19 pandemic, Nespresso has seen growth slow, but Le Cunff says the launch is not a response to what he called a “restructuring.”
Le Cunff did not set a sales target for the new capsule, which will take three years to develop and will be tested in Switzerland and France, but hoped to attract new consumers and retain existing ones.
Nespresso has long been committed to recycling, so Le Cunff said the launch wasn’t “greenwashing” either. Instead, the new capsule was part of the brand’s evolution and innovation.
“People who have never thought of Nespresso before, buy this capsule and we may join those who have left.”
Le Cunff was confident about the future, as the brand had been resilient during previous recessions.
“Nespresso is an affordable luxury that as a consumer may want to protect during difficult times,” he added.
($1 = 0.9499 Swiss francs)
