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circolution GmbH is launching reusable stainless steel packaging for foodstuffs such as coffee and cocoa in supermarkets. The first products are currently being tested with the packaging, which was developed in cooperation with companies from the industry. The stainless steel container can be dispensed via the reverse vending machine.
circolution GmbH has the solution, produces and is now setting up the new reusable cycle. The company rents the reusable containers to food manufacturers for a packaging-as-a-service fee, It takes care of cleaning, inspection and transport and provides data for measuring the ecological impact. The solution can make a massive contribution to eliminating the waste problem. Material-agnostic and open to new shapes and sizes, circolution is working on many packaging modules to offer reusable alternatives where it makes sense. No company can manage this massive change alone. So the team has developed a Partner coalition established with technical companies, necessary for the changeover to reusable packaging.
„Our system is based on standardisation and is open to all food producers - whether large or small, organic or conventional, brand or private label. This is very important to us, otherwise reusable packaging makes no sense.“
Max Bannasch, co-founder and CEO of circolution
„Anita in Steel“ is the name of the first packaging solution that, thanks to gas-tight seal is ideal for food with a long shelf life. Thanks to large-scale labelling, brands can differentiate themselves well while consumers are informed about the new reusable system. For retailers, the Processes similar to conventional returnable bottles. The same applies to customers: they buy a coffee or cocoa product in the new reusable packaging, pay a deposit at the checkout, enjoy the product at home, return the container and lid to the normal reverse vending machine in the participating supermarket and get their deposit back. Only one Aluminium foil must be disposed of in the yellow bag are used. After being returned, the containers are automatically cleaned, checked and delivered for a new life cycle. In order to optimise logistical processes as well as financial and ecological efficiency, the packaging is digitally recorded at each recycling station.
circolution is currently testing „Anita“ with three brands in practice - „Nesquik“ from Nestlé, „Hoppenworth & Ploch“ and „BE.AN“. Here, technical issues relating to the reusable cycle are being demonstrated and clarified, as are questions relating to the consumer approach. In the According to the plan, further products in the coffee, cocoa and other categories will be available in „Anita in Steel“ in the Rhine-Main region in the third quarter of 2023. be. In this second phase, acceptance among customers will be tested.
Lower ecological impact through reusable packaging
circolution favours reusable packaging where it makes sense and compares the ecological impact of reusable solutions with the impact of relevant disposable packaging. The company has clear indications that „Anita“ can ecologically beat disposable packaging made of both glass and plastic, for example. After around five life cycles, the ecological impact corresponds to that of disposable glass packaging. However, as the stainless steel cup will last another 75 times, 75 disposable glass packs will become superfluous. This means that „Anita in Steel“ can save around 36 kilograms of glass. With plastic, this figure is five kilograms.
Cooperation with major partners
Nestlé has been with the company since the beginning and has been involved in various aspects such as the Business model or life cycle assessment challenged. With deep experience in global reusable pilots, Nestlé supported the circolution team in packaging development and production.
„The packaging experts at the Nestlé Product and Technology Centre for Milk in Konolfingen, Switzerland, developed the stainless steel containers together with circolution. The Nestlé team was responsible for product protection, laboratory tests and preparation for production.“
Bernd Büsing, Head of Packaging at Nestlé Germany
Hoppenworth & Ploch, a Frankfurt coffee roasting company: „We have the ambition that Each generation of our packaging is better than the last„, says Julian Ploch, co-founder of the coffee roastery. „This is how we are testing “BE.AN' - our new launch intended for the nationwide food market - in reusable containers."
Amcor presents the ALUFIX((TM)) sealing film is available to ensure the integrity of the product. and thus ensures the safety of consumers. The film leaves no residue, which is both convenient for consumers and allows the container to be resealed after cleaning.
Avery Dennison brings the diverse appearance of the containers to the shelves: With Labelling material that delivers outstanding quality over the entire period of use. of a product and can still be completely removed from the container during washing.
Hobart is delighted to be part of the circolution success story: With the support of Experts in hygienic and sustainable washing, the design of the washing process, test runs and the initial set-up of the washing process.
Tomra has been supporting circolution since the beginning of 2021 in the Development of reusable containers, to ensure a smooth return process through existing reverse vending machines.
Optima ensures that the reusable containers are optimised for a Automated dosing, filling, capping and packaging are designed. Essentially, it is about ensuring that the manufacturer can later fill their product efficiently and safely in high output quantities. Optima provides the right technologies for this with its machine solutions.
IFCO presents the collapsible transport containers for piloting „Anita in Steel“ in the retail trade. IFCO's foldable crates allow logistical efficiency and careful use of resources.
The plan is to launch further products from the overall coffee, cocoa & co. category in supermarkets in the Rhine-Main region in the third quarter of 2023. As circolution already has products in the cocoa drinks and coffee bean subcategories, The company is now looking for manufacturers in the sub-categories of ground or soluble coffee, blended drinks, coffee substitutes, Italian espresso, Turkish coffee and raw cocoa. Once the regional pilot phase has been successfully completed, the system will later be rolled out throughout Germany.
Source: Nestlé
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