Kraft Shaves 1oz from Kenco Coffee Jar

by | Apr 30, 2012

Packaging firm PI has created a jar for coffee brand Kenco that uses 28 g (1 oz) less glass than its predecessor.

The redesigned jar will be used on Kenco’s pure soluble line and incorporates redesigned elements such as corner chamfers and the “regal” closure from the previous jar.

The jar and cap were modeled in 3D and have been designed to increase label size and shelf standout for the product line that features 100 percent sustainably sourced beans.

PI also tried to create a visual link between the primary pack and its refill to assist consumer understanding of usage, and promote the use of less environmentally-damaging refill packs.

Kenco is a subsidiary of Kraft UK, whose parent company Kraft Foods has been on something of a sustainable packaging drive recently.

In April, Sonoco created a jar for Kraft peanut brand Planters that weighs 84 percent less than its predecessor. The packaging replaces Planters’ 16oz. and 20oz. glass peanut jars. It is made of 100 percent recyclable, BPA-free plastic and requires 25 percent fewer trucks for transportation than the old jars, Planters says.

The Sonoco collaboration formed part of the snack foods company’s “Naturally Remarkable” campaign, launched in 2011 to raise awareness of sustainable farming practices.

According to Kraft’s latest sustainability report, the company has cut 45 million pounds of weight from the packaging of its products since 2010.

A study released last year by Thomson Reuters found that men tend to choose convenient packages over those that are environmentally friendly, and women tend to do the opposite.

The poll of 1,011 adults found that women are 14 percent more likely than men to select environmentally-friendly packaging over more convenient alternatives. But overall, people are fairly evenly split between conscience and convenience, according to the study, World IP Today: Convenience vs. Conscience – Food Packaging in the 21st Century. The report said the packaging industry is increasingly offering conscience and convenience at the same time.

A recent issue of EL Insights covers strategies and techniques for lightweighting product packaging. The 31-page report includes five charts and covers: technologies and methods, manufacturers and suppliers, benefits, challenges, regulations and more. It is available here.

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