That's true of Jacobs Douwe Egberts, a Dutch company that went into business as a grocery store in 1753 and began selling its signature coffee brands and premium teas in 1925. The business, now partly owned by Mondelez, has seen a few changes since then and now they're introducing a new one.

Beginning in June 2017, the firm launched its new aluminium capsule packaging in supermarkets across Europe; the brand has a retail presence in 12 countries, including New Zealand a bit farther afield. They're stepping into a market dominated by Nespresso, but now joined by other companies, including Belgian coffeemaker Belmio, that offer the easy-to-use, environmentally friendly aluminium capsules.

Most capsules are made of plastic, but the company claims aluminium capsules maintain flavor and aroma better – a claim common in the coffee and beverage can packaging industry. Aluminium is viewed as superior in its ability to protect against oxygen, light, and humidity that can damage the product, whether it's coffee, sparkling water, craft beer, or wines. It's a packaging decision that protects value.

At the same time, the new Douwe Egberts capsules are profitable for the company. "A consumer pays about five or six cents per cup of filter coffee, but a capsule easily generates 25 cents," said Douwe Egberts CEO John Brands in an interview with FD. What's more, the market for the capsules is continuing to grow with a new generation, unlike the traditional filtered coffee market of the past.

Another benefit of the aluminium packaging is in the shipping and shelving. The lighter weight means it's less expensive to get the product into the marketplace and that there's a lower risk of damage. That's true as well for digital shoppers, who commonly choose to order their capsule supplies online and have them delivered. As Douwe Egberts rolls out the new capsules, they highlight that convenience.

The signature L'Or Espresso brand, for example, is available both online and in retail stores in France. Douwe Egberts is offering them in a luxurious gold capsule, while touting the benefits of a more intense espresso experience and a creamier foam than consumers experience with coffees in plastic capsules. The aluminium capsules are compatible with most Nespresso machines and models before July 2016.

When it comes to the sustainability advantages of aluminium, Douwe Egberts finds that consistent with its mission of delivering coffee brands that environmentally conscious consumers don't have to worry about. "All OR Espresso mixes are made from coffee grown according to sustainable production methods and are 100% UTZ certified," the company says, referring to the farming certification program.

Now, they're also made with earth-friendly aluminium materials. When customers order the L'Or Espresso brand online and save their used capsules, the company promises to collect them at the provided address as part of an ambitious and free recycling program. Once a customer has collected a minimum 200 capsules, Douwe Egberts will do the rest by storing them at a warehouse before shipping them to Terracycle. Ultimately, the recycled aluminium will become part of new products, the company said, making them a win-win for both the coffee company and the consumer.