Waitrose has listed an instant coffee from Presto that comes in 100% recyclable cardboard packaging.
The retailer will this month introduce the UK-based startup’s House Espresso and Espresso Intenso across 225 of its stores as part of its new challenger brands scheme (rsp: £5.99/90g).
Presto’s instant coffee boasted “a world-first fully recyclable cardboard tube”, according to the brand. The innovation was designed to show that “convenience and sustainability can go hand in hand”, it said.
“Instant coffee is making a serious comeback and this time, it’s all about quality, innovation, and sustainability,” said Presto founder and MD James Hagerty. “Consumers are demanding convenience without compromise and that’s exactly where Presto comes in.”
Presto had spent two years developing its new instant range “using arabica beans and advanced freeze-drying technology to deliver premium-quality coffee in seconds”, Hagerty said.
However its “biggest innovation” was its recycled cardboard tube, which replaced “traditional glass jars and plastic lids”.
“It’s better for flavour, better for the planet, and entirely unique in the category,” Hagerty added.
It comes after Grind introduced a duo of “craft” blends last month in a bid to take instant coffee upmarket.
Regular and Decaf (rsp: £6.50/90g) were “crafted with the same care” as Grind’s wider coffee range, using the same specialty grade arabica beans, it said.
They have launched in Sainsbury’s and Waitrose, as well as via DTC and on Amazon.
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