Nespresso has partnered with Swedish bike brand Vélosophy to launch limited-edition bikes made of recycled aluminium coffee capsules.
Commencing today, (12 August) some 1,000 'Re:Cycle' bikes, priced at €1,290 each, will be available for sale via Vélosophy’s e-commerce platform, velosophy.cc.
The initiative demonstrates Nespresso and Vélosophy's commitment to promoting a circular economy, Nestlé said in its statement.
'Meaningful Experience'
Jean-Marc Duvoisin, CEO of Nespresso, said, "By using recycled capsules to make beautiful bicycles, Vélosophy brings sustainability and style together to create a truly meaningful experience, bringing to life the importance of recycling."
Aluminium is one of the world’s most valuable resources as it can be re-used an infinite number of times, and the new bike highlights the potential of recycling Nespresso’s aluminium capsules.
'Dream Partnership'
Jimmy Östholm, CEO and Founder of Vélosophy, described the collaboration with Nespresso as a 'dream partnership'.
"We are proud to have co-created a bike that takes on the future. It is beautifully designed, responsibly sourced and sustainably produced," he added.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
