In a landmark move for sustainable retail, REWE has become the first major German supermarket to list olive oil in a low-carbon paper Frugal bottle. The retailer is launching Jordan Olivenöl, a premium extra virgin olive oil from Lesbos, Greece, in a format designed to drastically cut carbon emissions while offering superior product protection.
The launch marks a significant shift in the edible oils category, traditionally dominated by heavy glass and plastic. The 750ml bottle is now available across selected REWE stores nationwide as part of a six-month pilot scheme. Developed by British packaging innovator Frugalpac, the bottle is a radical departure from traditional packaging. Made from 94% recycled cardboard, the Frugal Bottle weighs a mere 83 grams — five times lighter than a standard 440g glass bottle.
According to an independent life cycle assessment by Intertek, the format delivers an 84% lower carbon footprint than single-use glass and uses 77% less plastic than traditional PET bottles. To ensure a premium user experience, the Jordan family developed a bespoke, drip-free pourer specifically tailored to the viscosity of high-quality olive oil. Beyond its environmental credentials, the paper bottle addresses a critical challenge in olive oil storage: light exposure. The opaque paper shell blocks light completely, preventing photo-oxidation and protecting the oil from nutrient and flavour degradation, while allowing prominent in-store display without the need for dark storage.
The Jordan family has cultivated olive groves on Lesbos since 1989, partnering with 500 small-scale farming families. This latest innovation follows a history of circular practices on the island, where olive pits are repurposed into knife handles, and production residues heat the oil mill during winter months. “We can’t replace all glass bottles and canisters overnight. But we can start today,” said Bastian Jordan, olive farmer. “The paper bottle is our way of doing that without compromising on the product.”
The REWE listing serves as a major proof-of-concept for the packaging industry. Malcolm Waugh, CEO of Frugalpac, noted: “This listing proves that paper bottles are now a scalable, commercially-viable solution for major grocery retail.”
Jordan Olivenöl (750ml) is available at selected REWE stores and online at jordanolivenoel.de with an RRP of €19.95.
