Case study

New recyclable packaging for Senseo pad packets


97% of the volume of Senseo pad outer    packaging will be designed for recycling by the end of 2023.


The Senseo brand, which belongs to the JDE Peet’s group, is taking another step in its sustainability strategy by changing the packaging of its coffee pad  packets. A decision with a positive impact for recycling! This packaging, which used to consist of multiple layers of plastic and aluminium, is now made of  recyclable polyolefin.

Senseo aims to be one of the most sustainable brands on the coffee market, in terms of their coffees and packaging as well as their machines. Their coffees have Rainforest Alliance certification and their black coffee pads are industrially compostable . Furthermore, Senseo machines are designed with respect for nature. The automatic shut-off improves energy efficiency and reduces energy consumption, the packaging is composed of more than 90% recycled cardboard and the machines are partially made out of recycled plastic. 

Despite this progress, one crucial element was still missing: the packaging of the pads . Here’s how Senseo optimised their pad  packaging to achieve their sustainability goals.


Change of packaging

Previously, the Senseo coffee pad  packaging consisted of a multilayer material including plastic and aluminium. This type of packaging cannot be recycled.
Thorough research into possible recyclable materials was performed, aimed at finding out how to remove the layer of aluminium while maintaining sufficient packaging quality to preserve the pads  properly. The result was primarily polypropylene (PP) recyclable packaging.

This innovation was introduced onto the market during the summer of 2022. Senseo firstly introduced packaging which is designed for recycling on their black coffees.  In a second phase in October 2022, the packaging of the Senseo milk coffees was adapted.
Finally, December 2022 has seen the arrival of this new type of packaging for the other coffee brands of the JDE Peet’s GROUP: Jacqmotte and Douwe Egberts.

Thanks to this innovation, 97% of the volume of Senseo pad outer  packaging production will be designed for recycling by the end of 2023. This is a major step towards the European obligation requiring fully recyclable packaging by 2030.

Communication for the general public

Senseo has clearly understood that the change in their packaging was a major step forwards, but in the end it all comes down to the consumers’ sorting behaviour. Even though the packaging can be recycled, if it is not sorted correctly it will unfortunately not be recycled..  So it was equally important to educate consumers about these new pad  packets.

To reinforce correct recycling, Senseo provided clear sorting instructions on the packaging. Consumers can now easily understand how to sort their pads packets.