Earthquake ahead? Kraft Heinz plans ketchup bottles made of paper

Image source: Jens Aber, Unsplash

Earthquake ahead? Kraft Heinz plans ketchup bottles made of paper

Thomas Reiner | 28.07.2022

Food giant Kraft Heinz wants to make its bottles renewable and recyclable. It wants to achieve this with the help of paper. The planned paper ketchup bottle is to be made from 100 percent sustainably sourced fibers. The company is currently developing a prototype. Even if it will be some time before the bottle is on the shelves, the fact that a big player like Kraft Heinz is doing development work here is a huge step. If the paper bottle is actually introduced on a test basis, it would be an earthquake for the industry.



The Kraft Heinz Company relies on iconic bottles for its Heinz ketchup. That the brand is now jumping on the paperization bandwagon and developing a ketchup bottle made of paper is more than an anecdote.


It’s about more than ketchup.

And it’s about more than ketchup. Kraft Heinz is also developing the prototype bottle to investigate the solution’s suitability for other products in its portfolio.

To this end, the prototype will be tested for performance and reliability with the help of additional consumer tests.


Sustainability at Kraft Heinz

Kraft Heinz has set itself a number of sustainability targets. For example, all packaging is to be recyclable, reusable or compostable by 2025. It also aims to achieve net-zero greenhouse gas emissions by 2050. Fiber-based bottles would be a weighty step in that direction.

Among the company’s steps so far is the July 2021 introduction of recyclable caps for its Squeezy plastic sauce bottles. For the new dispensing aid, which is 30 percent recycled material, the company said it had spent eight years in research and development, with more than 185,000 man-hours, and invested $1.2 million.


Earthquake ahead?

The strongest driver of paperization is the substitution of plastic with fiber-based materials. As long as the cycles in plastics are not closed, this development will not change. On the contrary, it will continue to gain momentum.

The fact that a big player like Kraft Heinz is now taking the development of paper bottles in hand is a huge exclamation mark. If the bottle is actually introduced on a test basis, it would be an earthquake for the industry.

We love building on your ideas

I’m looking forward to hearing from you

11 + 2 =

Marks & Spencer launches refill pilot for homecare own brands

Image source: Marks and Spencer

Marks & Spencer launches refill pilot for homecare own brands

Thomas Reiner | 22.07.2022

UK retailer Marks & Spencer (M&S) is launching a trial of refillable laundry and cleaning products for its own brands in selected stores. Shoppers will pay a £2 deposit on their first purchase, which will be added to the purchase price on the next refill. According to M&S, the pilot is going more than promisingly. It has been apparent for some time that the future belongs to refill, deposit and returnable systems, at least in Europe.



M&S is launching its pilot in recently opened stores in Stevenage and Bluewater. Four more stores will follow during the summer. The project centers on eight pre-filled household care products from M&S’s own brands. These include cleaning sprays, detergents, fabric softeners and dishwashing liquids in 500 ml, 750 ml and 1 liter volumes.


The M&S refill concept

  • Customers pay a £2 deposit when they first buy the products filled in refillable bottles.
  • After emptying, they can return the bottles to participating stores and receive a credit voucher of the same value. This can be redeemed on the next purchase from the M&S refill range.
  • According to the company, the returned bottles are cleaned and refilled before they then end up on the shelves again for sale.
  • Cleaning sprays and dishwashing liquid bottles contain a fully recyclable spray solvent or pump. They can be recycled at home or returned to M&S stores.
  • According to M&S, the pilot has gotten off to a very successful start. The most popular product, a citrus dishwashing detergent, is now selling as well in the new reusable / refillable packaging as in the traditional disposable version, it said.


Partnership with Re

M&S has chosen startup Re as a partner for its pilot project. Founded by Jo-Anna Chidley, the company recently received funding from the British innovation agency Innovate UK as part of the “Smart Sustainable Plastic Packaging Challenge.” Under the claim “RETURN – REFILL – REPEAT,” Re aims to promote the reuse of bottles and offers corresponding services.


The future calls and offers opportunities!

Refill, deposit and returnable systems are on the rise. In our opinion, these systems will be used across the board in Europe in the future. They pay off in different ways in terms of climate, circularity and sustainability goals, and meet with a high level of acceptance among consumers.

Two things are clear. First, we will see more concepts of this kind. And second, there are tremendous opportunities for companies in the packaging industry here as well. Need and demand are foreseeable. Those who are smart are already positioning themselves accordingly.

We love building on your ideas

I’m looking forward to hearing from you

13 + 13 =

The paperization of tequila

Image source: JJ Ying, Unsplash

The paperization of tequila

Thomas Reiner | 15.07.2022

Swedish company AliasSmith is the first to launch tequila in a paperboard bottle. The paper bottle is made from 94 percent recycled material and, according to the company, saves significant CO2 emissions as well as energy and water during production and transport. The paper bottle is an exciting case of paperization. The system change to paper pays dividends in terms of climate, carbon footprint and resource conservation. Circular economy is not the end of the line. Glass will have a hard time. Huge opportunities are opening up for the packaging industry.



Swedish company AliasSmith AB has been introducing and developing Mexican brands in Europe for the past 18 years. The tequila, called Buen Vato, is produced in small batches in Amatitán Jalisco, Mexico, and for now is only available in the Swedish market.


Details about the bottle

  • The fiber-based bottle is assembled from two shells of recycled cardboard. The two shells enclose a food-grade plastic bag (pouch) that contains the liquid.
  • The same technology used in existing bag-in-box formats is used for the inner lining.
  • The plastic pouch is made of polypropylene and offers a product shelf life of 12 months.


Sustainability benefits

According to Alias Smith, the new paper bottle adds up to a number of environmental advantages over the glass bottle used to date. For example, production and transport per bottle require

  • six times less energy,
  • 1.9 liters less water (per bottle),
  • 84 percent less CO2 emissions and
  • at 15 grams, requires only around 25 percent of the plastic needed for an equivalent wine bottle made from 100 percent recycled plastic.


Paperization as a system change and opportunity

AliasSmith’s new paper bottle is an exciting case of paperization. The system change away from plastic (but also glass!) and towards paper brings a number of sustainability benefits. A reduced carbon footprint and conservation of resources are strong arguments. For glass, it could be very difficult in this respect.

This is because the climate issue is a strong driver. Anyone who thinks they can only focus on circular economy when it comes to sustainability is thinking too short.

As is so often the case, change brings with it opportunities. Paperization, which continues to be dynamic, offers enormous opportunities for companies in the packaging industry. It’s worth taking the initiative here.

We love building on your ideas

I’m looking forward to hearing from you

6 + 13 =

Heineken launches program to decarbonize packaging suppliers

Image source: Smit Patel, Unsplash

Heineken launches program to decarbonize packaging suppliers

Thomas Reiner | 08.07.2022

Brewing group Heineken is launching a program to accelerate the reduction of the carbon footprint of its 50 key suppliers. With “Packaging the Future,” the company is asking its supply chain partners to submit a science-based net zero target (SBTi). As a big player, Heineken shows very clearly where the journey is heading. Even if for the time being only the big suppliers are in focus: It will hit the entire supply chain. SBTi will prevail – and the smaller companies in the packaging industry will also have to work hard to achieve it. This offers opportunities for those who adapt to it early.



Since the acquisition of SABMiller by Anheuser-Busch InBev, the Heineken Group has become the second largest brewing group in the world. The new initiative under the Packaging the Future program aims to scale the impact of its own climate efforts through collaboration with the entire value chain.


Packaging the Future

Heineken unveiled its program at an online summit. The company’s 50 most important suppliers were invited.

To drive carbon footprint reduction, the brewing giant is committing its partners to the following at its core

  • Presenting a scientifically based net zero target (SBTi), as well as
  • Switching to electricity from 100 percent renewable sources.


To support the effort, Heineken aims to help network its supply chain partners, encourage the formulation of clear climate protection targets, and simultaneously train and support its suppliers through a “climate school.”

To this end, Heineken has entered into a partnership with the Supplier Leadership on Climate Transition (Supplier LoCT) brand consortium. Its online learning platform aims to build competencies for the SBTi process among suppliers through training and tailored guidance.


The role of packaging

Packaging accounts for 27 percent of Heineken’s total carbon footprint, according to the company. The top 50 suppliers collectively account for 85 percent of that packaging footprint.


The Big Picture

Last year, Heineken announced plans to decarbonize its own production and become carbon neutral by 2030. Energy efficiency and the use of renewable energy are a key component of this goal.

For its entire supply chain, the company aims to achieve climate neutrality by 2040. As a first step, emissions along the chain are therefore to be reduced by 30 percent by 2030 compared to 2018.

These targets cannot be achieved without a fundamental contribution from packaging.


Big players are pushing the pace

With its “Packaging the Future” program, Heineken impressively demonstrates how intensively and consciously the big players are addressing the issue of climate neutrality.

Although only the largest suppliers have been affected so far, the company will only be able to achieve its goals in full if it takes its targets all the way down to the smallest partner in the chain.

The 27 percent share of the carbon footprint caused by packaging makes it clear just how much focus is placed on packaging suppliers. There is no room for escape or evasion.


Seize opportunities! Tempus fugit.

It is only a matter of time before the pressure reaches even the smallest supplier. Many big players are already pursuing similar paths, even if their “packaging share” of the total carbon footprint is less than 10 percent.

In our opinion, SBTi will catch on and cover all companies in the supply chain. Even the smaller partners will have to push hard in the coming years if they want to keep their customers.

It’s just a matter of time. And time is passing quickly. Those companies in the packaging industry that take on this task now can end up accomplishing a lot. Being ready for the future has rarely been more rewarding than it is today.

We love building on your ideas

I’m looking forward to hearing from you

2 + 4 =