The tide may be turning. Appreciation that packaging has a vital role to play in protecting products and that reducing it can only go so far, is starting to reach the consumer. Kraft Foods, for example, has launched a refillable bag for Kenco Coffee with a witty ad in the UK showing shoppers collecting coffee from a supermarket in their cupped hands, emphasising the company can only reduce packaging by 97 per cent in weight, not 100 per cent.
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