Philips 2014 Annual Report Download - page 19

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Our strategic focus 4.6
Annual Report 2014 19
Small in size, big in recycled plastics
With high recycled plastic content and other sustainability credentials,
the new SENSEO® Up coee machine is part of a major initiative to
incorporate recycled plastics into product design.
In designing SENSEO® Up – our rst one-cup coee
machine aimed at single or double households – we
challenged our designers to specify recycled plastics
right from the start of the design process.
The designers had to contend with two challenges. The
rst was a question of aesthetics. Recycled plastics are
only available in dark colors, but not a real deep black.
We overcame this problem by using a dierent
architecture built around an internal frame that is not
visible to the end-user.
The second challenge was to use recycled plastics in
the baseplate. First, we textured the part to give the
recycled plastic a high-quality look and feel. Then we
used one matt black color for the complete range
instead of many color variations. And thirdly, we made
the baseplate less visible by focusing attention on the
colored housing above it. This approach allowed us to
make the baseplate from 90% ABS plastic from post-
consumer electronic waste.
By designing-in the use of recycled plastics from the
outset, we succeeded in launching the new SENSEO®
Up with 13% recycled plastics content. SENSEO® Up
oers other environmental benets too. Its compact
size means that it needs less packaging and causes
fewer emissions in transport. And it goes to o mode
immediately after the coee is brewed, saving 10%
energy compared to other SENSEO® machines shutting
o automatically.