Companies should well think about reducing waste when designing the best packaging for their products, starting from minimising or even eliminating it, then thinking whether that packaging can be reused, and eventually making sure that it can be recycled.
Reuse will become the norm when we eat and drink in restaurants, when we take out our coffee or soft drink from a café, and even when we do our groceries. Beverages have a great potential to be served in reusable containers, though other products should follow suit to create a ‘reuse environment’ that will truly change consumption habits and make reuse the easy choice for consumers.
PepsiCo announced our ambition to deliver 20% of all beverage servings through reusable models by 2030, a goal that is not far from the Commission’s proposed reuse targets for non-alcoholic beverages. It is commendable that the EU identified reuse and refill as specific waste prevention measures. In addition to unlocking investments, this will help build consumer trust in terms of reliability and hygiene. But EU legislation can do much more than this: it can raise the bar by creating a policy environment where all innovations resulting in less packaging waste through refill can realise their full potential.
The specific case of refill-at-home systems, such as SodaStream, needs to be better accommodated in the new packaging rules. The legislation seems to encourage consumers to bring their own refillable containers to refill them at stores, but the same is not valid when consumers fill their reusable glasses or bottles at home. However, through its system of tap water carbonization, SodaStream has the potential to eliminate the need for more than 200 billion plastic bottles globally by 2030, while allowing consumers to personalize their drink choices. It is convenient, easily scalable, and ultimately an investment into a more sustainable lifestyle.
If the EU is genuine about rethinking packaging, it must look beyond standard shopping behaviour. If consumers can enjoy branded drinks without leaving their homes, why shouldn’t this be counted towards EU refill targets? It is precisely by addressing this disconnect that the EU can make refill a true alternative to single-use, without sacrificing hygiene and choice. For this, the legislation should clarify that refill-at-home counts towards the EU’s new refill and reuse targets.
Gloria Gabellini
Opinion by Gloria Gabellini, Director for Environmental Policy at PepsiCo Europe
