he new deal, which sees the company’s procurement and supply chain operation take the lead in contract negotiation and licensing agreements, follows the example set by the company’s US arm, which has been working with TerraCycle, a company which specialises in giving otherwise redundant waste packaging a new lease of life through products such as bags, for the past six years. Under the new scheme, packaging used in Kraft’s Kenco and Tassimo brands, as well as unusable packaging from its food factories, will be ‘upcycled’ alongside post-consumer waste.

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In traditional Terracycle fashion, people will be encouraged to form groups known as volunteer brigades to collect packaging and send them to a centralized processing facility, while the company will also collect materials from the brands' factories.