Birds Eye announces sustainable packaging milestone

AUSTRALIA – Birds Eye, Australia’s iconic freezer-aisle brand, has taken a significant step in its sustainable packaging journey by using Post-Consumer Recycled (PCR) material, starting with its plastic steam bags.

Three products in Birds Eye’s Steamfresh Vegetables (750g) range will feature steam bags with 22 percent recycled content this year, and broader implementation is planned in the coming years.

This move pioneered the frozen vegetable category and marked a major development in the freezer aisle.

The updated packaging will also include a QR code that directs consumers to a short video detailing the brand’s sustainability credentials and ongoing commitment to supporting a circular economy.

Birds Eye’s Senior Director of Marketing (APAC), Katie Saunders, highlights this introduction of PCR as a crucial starting point in the company’s long-term plan to reduce virgin plastic use.

She emphasizes that this step is a positive move for the brand and the entire freezer category.

“We recognize that consumers and retailers are increasingly seeking sustainable packaging solutions without compromising quality and convenience,” Saunders states.

“Our move to incorporate 22 percent recycled plastic into our Steamfresh 750g inner bags ensures Australians can now extend their eco-conscious purchasing behaviors to the freezer aisle.”

Incorporating recycled material in the Steamfresh inner bags is a significant step towards Birds Eye’s environmental goals.

It will eliminate 4.6 tonnes of virgin plastic annually, substantially reducing the brand’s plastic footprint. In 2023, the brand removed 15 percent of virgin plastic from the Steamfresh (750g) outer bags. By 2026, Birds Eye aims to incorporate locally collected and processed PCR to use a minimum of 30 percent PCR in the range.

These initiatives demonstrate Birds Eye’s commitment to reducing plastic waste and supporting a circular economy.

“This is another positive step in our mission to support a circular packaging economy. We’re committed to sourcing more Australian PCR content as it becomes available and expanding its inclusion across the Birds Eye range,” says Saunders.

This update follows a 2021 initiative where Birds Eye transitioned all its outer packaging bags to a more sustainable structure, moving from laminate to a recyclable mono-material to ensure recyclability where facilities are available.

The first Steamfresh vegetable products featuring recycled plastic will be available in all major retailers and supermarkets across Australia starting in mid-April.

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