MILAN – Amcor recently launched its ready-to-recycle paper packaging for dry beverages and coffee. AmFiber™. A solution that fits well with the new market requirements, both from end consumers and companies, who are increasingly attentive to finding more sustainable ways of packaging.
To talk about this product in more detail, Giorgio Dini, Marketing Manager for Coffee.
Recyclable paper packaging: why now? why this material? Is there higher demand and awareness from customers?
“Since a while we see a trend of paper appeal by the consumers, which we have been able to verify and confirm through some specific market research; on the one hand, the European legislation pushes the industry to implement recyclable packaging solutions, on the other hand there is a prevailing feeling among consumers for which paper is perceived as more sustainable, as reducing the use of plastics that are often identified as enemy of the environment. Furthermore, the paper disposal and recycling channel is extremely developed and this helps in terms of effective circularity.
The challenge in the world of Beverage is to create paper-based packaging, actually recyclable by the paper mills, with no compromise on the quality of the coffee product and therefore having relevant barrier properties and granting absolute integrity of the packaging.
Amcor’s AmFiber™ solution therefore allows brands to differentiate themselves and improve the environmental sustainability of the product, with a CEPI and Aticelca certification.”
Designed for instant coffee, but also for “dry beverage products”: what exactly are they and are there plans to contain other products?
“The refill pack is a stand-up pouch designed for the consumer who immediately after purchase empties the pouch into a resealable glass or metal container used for daily consumption; in reality we have found that the pouch is often used as such, meaning the consumer takes the product directly from it.
This solution is ideal for instant coffee but also for instant mixes and other soluble powdered beverages such as chocolate-based preparations, milkshake powders, instant tea and more.
The development roadmap of the AmFiber platform shows an extension of the range of products and packaging formats, for example different types of pouches (gusseted, single lip, pillow, stick-packs…) and products to be packaged.”
Product duration: how does this packaging help preserve the freshness and quality of the product?
“The AmFiber™ packaging platform includes different solutions and the one designed for soluble beverages provides barrier properties suitable for these products, capable of providing a shelf life in line with the current one.”
Is there a relevant price difference between a standard packaging and your solution?
“Price differences must be evaluated case to case, as they depend on the structure currently used (there are different standards on the market) and on economies of scale; furthermore, it is also necessary to consider a general saving on environmental fees (EPR, Extended Producer Responsibility), therefore we can say this solution is economically sustainable for the brands.”
