The most loved jar could become the most sustainable one
Why is no one talking about Nutella’s jar?
We love it. It’s been in our kitchens for decades. Some use it as a glass, others as a sugar container. But behind that affectionate image lies a model that is no longer sustainable.
Today: the glass jar is produced, purchased, consumed… and thrown away. Even if recyclable, its production is highly energy-intensive. Every year, millions of these containers end up in the bin (sorted or not).
Moreover, the existence of very large jar formats encourages over-purchasing and stockpiling, increasing consumption and creating a greater environmental impact in both production and transport. More weight, more emissions, more waste.
What if Ferrero changed its model?
Imagine going to the supermarket with your empty Nutella jar. You find a refill station. You refill it. Pay less. Get rewards if you do it regularly.
Sounds futuristic? But it could already be reality.
Why it also makes sense from a strategic point of view
- The glass industry emits over 60 million tons of CO₂ per year.
- Packaging can account for up to 50% of the environmental footprint of some products.
- The circular economy could create 700,000 new jobs in the EU by 2030.
- The European Union’s Circular Economy Action Plan (2020) encourages practices such as reuse, refill, and sustainable design, promoting more responsible and innovative consumption models.
(Source: SentieriDigitali.it, EconomiaCircolare.com, European Parliament, ec.europa.eu)
The courage to change can start with a spoon
Ferrero doesn’t need to change everything. Just have the courage to take one more fold. Like in an origami.
One small gesture. A new logic. A new kind of leadership.
Executive Vice-President for the European Green Deal, Frans Timmermans, said: “To achieve climate-neutrality by 2050, to preserve our natural environment, and to strengthen our economic competitiveness, requires a fully circular economy. Today, our economy is still mostly linear, with only 12% of secondary materials and resources being brought back into the economy. Many products break down too easily, cannot be reused, repaired or recycled, or are made for single use only. There is a huge potential to be exploited both for businesses and consumers. With today’s plan we launch action to transform the way products are made and empower consumers to make sustainable choices for their own benefit and that of the environment.”