"We’re Navigating by Sight – but with a Tailwind": Interview with Robert Stein, Head of Packaging Coffee at Tchibo

In this conversation with Robert Stein, Head of Packaging Coffee, Capsules & New Materials, it becomes clear how Tchibo is driving the transition toward circular packaging — and why real progress can only be achieved together with partners across the entire value chain.

Sustainability is deeply embedded in our brand. Through our “Recyclable Films” program, we are currently switching to recyclable high-barrier films. These meet the high requirements for product protection and machine performance — and represent a crucial step toward a circular economy. Our goal is to bring films with at least 70 percent recyclability into production in the short term while simultaneously gathering valuable practical experience.

And yes, sometimes it feels like we’re navigating by sight — but we’re doing it with a tailwind: with a clear vision, motivated teams, and an industry in motion.

Across the coffee value chain, there is significant potential — from cultivation and roasting to transport. In packaging, we focus on three key levers: material reduction, design for recycling, and standardization, to reduce the variety of materials and make processes more efficient.

The proposed EU Packaging and Packaging Waste Regulation (PPWR) requires that all packaging be recyclable by 2030. We want to demonstrate today that this goal is already achievable.

Coffee is a sensitive product. It requires reliable barriers against oxygen, light, and moisture — and must run smoothly on high-performance machines.

We’re expanding our scope of action by adapting machines and processes early to new materials, allowing us to work with thinner structures. Equally important is consumer acceptance: we test how the packaging feels, sounds, and opens. Sustainability only works when it’s practical in everyday use.

Reusable solutions are our priority. In all German stores, we offer a reusable option and accept customers’ own cups. In Austria, we’re testing an open deposit system with Recup to gain insights for further markets.

Where single-use cannot be avoided, we rely on fiber-based cups with thin barrier layers and disposal labeling. The key is that every solution must work in daily life — for the environment, employees, and customers alike.

Capsules enable highly efficient preparation — cup by cup — yet we continuously work on improving them. Our Qbo capsules are made from 70 percent renewable raw materials. Their cube shape optimizes pallet space, reducing transport needs. In addition, we invest in energy-efficient machines and collaborate with partners to improve the sortability of small formats. For us, sustainability means considering the entire system — from the capsule to the outer carton.

I’m particularly impressed by the technological progress being made in recyclable high-barrier solutions. True circularity is only possible through collaboration between film manufacturers, machine builders, brand owners, and recyclers. Very exciting — though not yet feasible for coffee — are fiber-based barrier packaging concepts.

In general, I’m enthusiastic about all solutions that make reusability simple and attractive. That’s sustainability in practice.

Reusable will be the standard. Digital deposit systems will make it practical and interoperable for everyday use. For special cases, there will be fiber-based single-use options that can be recycled at a high quality. And of course, coffee served in a ceramic cup will remain a timeless classic — entirely waste-free.