Fritz-Kola is launching parts of its range in cans for the first time. During a four-week pilot phase in December, five varieties will be offered in a 0.33-litre aluminium can in addition to the glass container in selected Hamburg shops. This is the company's response to falling return rates in the returnable glass system and emphasises its commitment to strengthening functioning cycles.
Since its foundation, Fritz-Kola has, according to its own statements, consistently relied on returnable glass and invested in modern returnable systems as well as initiatives to stabilise the deposit system. The can is now intended to serve as a supplementary container where glass is not returned effectively enough or cannot be used at all.
Responding to challenges in returnable glass
With the introduction of the can pilot, Fritz-Kola is pointing to structural problems in the existing reusable system. According to the company, cans currently have more stable return rates than glass bottles in certain markets. The can is therefore an additional building block for avoiding waste, but not a move away from returnable glass.
Founder Mirco Wolf Wiegert points out that unchanged deposit amounts for decades and rising procurement costs are making it more difficult to return glass containers. Against this background, the move to cans is also a reaction to the lack of modernisation of the system.
Pilot phase in St. Pauli and Sternschanze
The test run is starting in shops in St. Pauli and Sternschanze, where glass bottles are restricted or banned in some areas. The cans come in two designs, which consumers can give feedback on using a QR code.
Managing Director Florian Weins justifies the choice of location with the particular importance of the neighbourhoods for the local bar and pub scene as well as the high demand for alternatives to glass containers.
Continued clear positioning in favour of returnable glass
Despite the can initiative, Fritz-Kola is sticking to its own reusable strategy. The company emphasises investments in new returnable glass systems and calls for a standardised deposit system with higher deposit rates in order to secure return rates in the long term. Glass remains the preferred solution, as long as the system works reliably.
Source: Fritz-Kola
