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Quarter 3 2012 World of HEINEKEN I 9
The Ideas Brewery website,
launched in April, has already
attracted hundreds of ideas in
response to its first challenge
for more sustainable packaging
One of many ideas:
An interlocking bottle,
which makes it ideal for
transportation and also
saves space in the fridge
Sustainable Packaging
HEINEKEN has already done quite some
work on sustainable packaging. "We
have tested different concepts for more
sustainable packs and we know this is a
topic consumers are interested in," says
Ellen, "but we're still looking for the big
idea - something more sustainable that
still delivers convenience to the consumer.
"It's a complex problem because we have
to look at the whole lifecycle of a product.
It's not just about finding a sustainable
material for the packaging, but also
solving problems such as optimising
the process of returning and recycling
packaging, or organising transport
more effectively."
HEINEKEN anticipates that bringing ideas
together from different fields of expertise
will ultimately result in the best solution,
which is why the challenge has been
organised in two phases. The first phase
(33cl.)
Small size (51.)
QUA
