Halo, which is launched today, is a new type of coffee capsule that is both fully biodegradable but also contains some of the best coffees in the world, including the rare beans of Kopi Luwak Diamond – the first time it is available in capsule form.
The capsules, compatible with Nespresso coffee machines, are made from natural fibers, including bamboo and paper, which can be thrown in the household trash and biodegrade within 90 days.
The company’s mission is to provide an environmentally friendly alternative to existing aluminum and plastic capsules, which can take up to 200 years to biodegrade.
The product will be available for purchase from the company’s website (Â£ 10 for a 10-pack) and is used by luxury hotel brands as well.
âThe original capsule coffees were a triumph of design, bringing espresso-quality coffee into your home. But they forgot the planet, resulting in millions of tons of waste,â Leonard said. “We want to set a new standard for coffee capsules and in a year we will have forced the industry to change,” he added.
Leonard left Gray London last year alongside Managing Director Lucy Jameson and Managing Director Natalie Graeme. The trio are expected to launch a new agency later this year.
The team behind Halo is Leonard (above), UK Barista Championship judge Richard Hardwick, brewer David Foster and former Nespresso manager Andrew Richardson. The capsule was developed with Antica Tostatura Triestina roasters.
To kick off the brand and spark debate on the amount of waste generated by existing coffee capsules, Halo worked with JCDecaux’s Creative Partnerships team to take over a digital signage site at Euston Station.
Starting at 9 a.m. this morning, Euston’s screen will repeatedly fill up with 13,500 capsules – the number of capsules currently being sent to the landfill every minute. The film was created with Stink Studios.
The campaign will also include a digital landfill website where people can dig deeper into the issues and watch a launch movie.
Hardwick said: âThe coffee revolution has taken place and one of the main challenges facing the industry now is the millions of tonnes of waste created by the coffee capsule category.
âAluminum and plastic coffee capsules are very difficult to recycle, so most end up in the trash and that’s why up to 75% are currently sent to landfill every minute. Most people do not understand the irreversible damage that these coffee capsules inflict. on the planet.”