UK – Wholesale food and dairy products manufacturer Freshways has launched its LoveMilk brand in Elopak’s Pure-Pak cartons to help tackle plastic waste.
Responding to mounting concerns about plastic waste, the new brand is introducing LoveMilk in 1 Litre, 500ml, and 1-pint Pure-Pak® cartons, featuring the innovative tethered cap, catering to the food service and wholesale sectors.
Freshways stands as a supplier of top-notch milk, cream, yogurt, and cheese to wholesalers, cafes, hotels, retailers, and bakeries.
As the UK’s largest independent dairy, the new low-carbon packaging offers a staggering 70% reduction in plastic, heightened transport efficiencies, and is recyclable where infrastructure permits.
The novel tethered cap design ensures that the cap remains affixed to the carton throughout its lifecycle, significantly curbing the risk of littering. Elopak introduced this cap in 2022, preceding the forthcoming legal EU requirements slated to take effect in July 2024.
“We embraced these new caps, believing tethered closures would significantly diminish littering risks. Plastic bottle caps are among the most common waste found on beaches and inevitably end up in oceans,” stated Arun Nijjar, head of marketing at Freshways.
“Moreover, the new cap adheres to the EU’s Single-Use Plastic Directive, ahead of its 2024 deadline. While not mandatory in the UK, we recognize the Directive’s significance in efforts to curtail the impact of specific plastic products on the environment and address plastic littering.”
The tethered closure guarantees that the cap and carton journey together throughout their lifecycle, minimizing the risk of littering in the environment.
For Freshways, its partnership with Elopak has been instrumental in achieving this significant milestone.
“Elopak conducted primary market research, enlightening us about consumer perspectives, underscoring their growing concern about plastic waste and the imperative to preserve our oceans,” added Arun Nijjar.
With an average discovery of 15 plastic caps and lids per 100 meters of UK beaches, Freshways’ adoption of the Pure-Pak® carton underscores their commitment to reducing plastic usage.
It offers consumers the opportunity to diminish their plastic footprint with an eco-friendly, low-carbon solution.
“As a prominent dairy supplier in the UK, we must mitigate environmental harm caused by plastic waste. With Elopak’s support, we aim to achieve this goal, one milk carton at a time. Love milk and Love the planet,” added Bali Najjar, managing director of Freshways.
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