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NESPRESSO TAKES RECYCLING UP A GEAR WITH THE LAUNCH OF RE:CYCLE

Nespresso continues to demonstrate its commitment to recycling with the launch of RE:CYCLE, a stylish city bike made of recycled Nespresso aluminum capsules. Launching in the Kingdom of Saudi Arabia, the pioneer in premium portioned coffee is showcasing examples of objects made of upcycled capsules and how consumers’ recycling actions contribute to a conscious cup of coffee.

Last year, Nespresso partnered with Swedish lifestyle bike brand Vélosophy, as part of its initiative in a series of second life products. The result was the RE:CYCLE – a product which is a perfect balance of sustainability and style, designed to illustrate the potential of recyclable aluminium and motivate Nespresso drinkers to recycle their capsules.

Racha Chamseddin, Regional Business Development Manager at Nestlé Nespresso SA, said: “Nespresso’s global ambition is to make a positive impact through coffee and via the Positive Cup; making every cup of Nespresso an extraordinary experience, creating pleasure for consumers and benefits for society and the environment. The Second Life Program is an important part of our sustainability approach to help increase recycling rates. Through our collaboration with Vélosophy we’re illustrating to coffee lovers the potential of recycling their aluminium Nespresso capsules.”

Proving an icon of circular economy design, every RE:CYCLE bicycle has been built with conscious-living coffee lovers in mind. Striking design details include its capsule-shaped bell and cup-holder basket, allowing riders to enjoy favourite drink on the go. Demonstrating the tangible benefits of recycling coffee capsules at both local and global level, each sale of the beautifully crafted RE:CYCLE bikes will be donated to girls in West Africa as a means of getting to school thanks to Vélosophy’s 1:1 promise with World Bicycle Relief.

As part of its recycling endeavour, Nespresso has partnered with Averda – its official recycling partner, to offer various options for recycling used aluminium capsules and ensure better environment protection and cost-effective use of resources. All Nespresso clients are now invited to ensure their capsules are properly gathered in a recycling bag and discarded at their nearest Nespresso Boutique, or otherwise, have them kept at their doorstep till collected by Nespresso with the next delivery order.

Nespresso’s recycling partnerships with Velosophy and Averda verily materializes its contribution to the Saudi Vision 2030 that takes environment protection, waste management and renewable energy as top nationwide priorities.

Jimmy Östholm, CEO and Founder of Vélosophy said: “We created Vélosophy with a clear purpose: to have a positive impact on the world. This purpose drives everything we do, from our promise to give a bike to a schoolgirl for every Vélosophy we sell, to producing our stylish city bikes from recycled aluminium. I see in Nespresso a strong commitment to sustainability, that is why this has been the dream partnership. We are proud to have co-created a bike that takes on the future. It is beautifully designed, responsibly sourced and sustainably produced. The RE:CYCLE just goes to show that a simple act of sustainability can have a much bigger impact on the world.”

As one of the world’s most valuable resources, aluminum can be re-melted and re-used infinitely, eliminating waste by allowing it to take on new life in various forms, again and again.

In 2020, the brand launched its first coffee capsules to market made using 80% recycled aluminium, as well as new machine boxes in fully recyclable packaging made of 95% recycled material. The first ever coffee capsules made using 80% recycled aluminium were introduced in March last year in selected countries and continued to be rolled out from July onwards. By the end of 2021, Nespresso aims to have the full Original Line and Vertuo ranges of coffee capsules made using recycled aluminium.

The RE:CYCLE will be on display across various Nespresso boutiques in the Kingdom, and can be purchased exclusively from Vélosophy’s ecommerce platform www.velosophy.cc (In limited stocks). Nespresso capsules are made of aluminum, which is infinitely recyclable.

Nespresso opened its first recycling scheme in Switzerland in 1991 and since 2014 Nespresso has invested over CHF 185 million (Approximately SAR 746 million) in its recycling programs globally with over 100,000 collection points in 57 countries, where 91% of the brand’s customers have access to a recycling option.

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