REWE has taken a pioneering step in sustainable European retail. It has become the first major German supermarket chain to launch olive oil in the innovative, low-carbon Frugalpac paper bottle. The packaging for the premium “Jordan Olivenöl,” sourced from the Greek island of Lesbos, radically reduces emissions while offering maximum protection for the product’s quality. This move represents a massive breakthrough in the edible oils market, which has historically been dominated by heavy glass and plastic packaging.
Announced in March 2026, the initiative is rolling out as part of a six-month pilot scheme. The new 750ml paper bottle format is becoming available nationwide on the shelves of selected REWE stores.
Farewell to Heavy Glass: The 83-Gram Innovation
The revolutionary packaging was developed by the British innovator Frugalpac and represents a drastic departure from traditional bottling methods. The key quantitative and physical characteristics of the Frugal Bottle include:
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It is made from 94 percent recycled cardboard.
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It weighs a mere 83 grams, making it exactly five times lighter than a standard 440-gram glass bottle.
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Shelf visibility and protection: The opaque cardboard completely protects the extra virgin olive oil from light exposure. Consequently, the product can be placed in prominent, well-lit areas of the store without requiring dark storage to preserve its quality.
Family Traditions and Circular Economy on Lesbos
The premium extra virgin olive oil inside the bottle originates from the Greek island of Lesbos. The Jordan family has been cultivating olives there since 1989, working in partnership with approximately 500 smallholder farming families.
The introduction of sustainable packaging integrates seamlessly with the circular practices already established on the island. During production, olive pits are upcycled into knife handles, while the remaining production waste is utilized to heat the olive mill during the winter months.
“We cannot replace all glass bottles and cans overnight. But we can start today,” stated olive producer Bastian Jordan regarding the launch. “The paper bottle is our way of doing this without compromising on product quality.”
A Milestone for the Global Packaging Industry
REWE’s decision goes beyond a single product launch: this move serves as a high-impact proof-of-concept for the entire packaging industry, demonstrating that green alternatives are highly viable on a large commercial scale.
Malcolm Waugh, CEO of Frugalpac, evaluated the partnership by stating:
“This listing proves that paper bottles are now a scalable, commercially viable solution for major grocery networks.”
Official Source and Reference:
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Original News Source (Food and Drink Technology – March 5, 2026): REWE makes history as first German major to launch olive oil in Frugalpac