Heineken has made a £22m investment in sustainable packaging with the creation of a new recyclable and compostable topper.
Ditching plastic, Heineken (to be followed by its brands Strongbow, Bulmer’s, Kronenbourg 1664, and John Smith’s) have adopted a 100% plastic-free, cardboard topper.
It will be introduced to its entire portfolio of beer and cider brands by the end of 2021, equalling a reduced footprint of around 94m plastic bags a year. By embracing the cardboard unit, it is spearheaded a campaign to reduce waste.
Cindy Tervoort, marketing director Heineken UK, said: “The effect single-use plastic is having on our planet can’t be ignored. Creating an eco-friendly solution that eliminates plastic while still meeting consumer demand has never been more important in our business.
"After three years in development, we’re extremely pleased to announce our recyclable and compostable topper innovation, a significant milestone in our journey to eliminate all single-use plastic.”
The plastic reduction is also a cornerstone of Scottish brewery Tennent's Lager's latest campaign. Meanwhile, Carlsberg has told The Drum that its SnapPacks are driving real consumer interest.