UK – Cereal manufacturer Weetabix Food Company (WFC) has achieved a new sustainability milestone, reaching its goal of providing 100% recyclable packaging.
The iconic UK cereal manufacturers put significant investment into the target to meet this goal before 2025 in accordance with WRAP deadlines, which the brand has now reached ahead of schedule.
All paper-based packaging components and Weetabix On The Go drinks bottles are now widely recyclable at home, and plastic wrap components can be recycled with soft plastics at most major supermarkets.
The supplier says the milestone has been achieved two years ahead of schedule
Weetabix packaging development manager Mark Tyrrell said: “The final piece of the sustainable packaging puzzle for us was bringing Alpen 1.1kg inner bags and Ready brek sachets in line with the credentials of the rest of our materials.
“We did extensive testing with our supplier to come up with recyclable film options that would run smoothly on our machines.
“These new recyclable films ensure there is no compromise on product freshness, meaning that our consumers can be confident of the same great Weetabix quality and taste whilst knowing they are using their purchasing power for the good of the planet.
“The next step for us will be to further reduce the carbon footprint of our packaging, a contributing factor to Weetabix’s commitment to producing the first zero carbon box of cereal and the wider ambition of operating as a net zero business by 2050.”
Weetabix is purchased by over 9.5 million UK households, and these packaging changes will reduce the company’s carbon footprint by 648.4 tonnes per year.
In October, WFC stated that it is reducing its carbon footprint by committing to recyclable packaging, which has now been completed.
With the cost-of-living crisis continuing to put a squeeze on household budgets, value for money has become the primary driver for all supermarket purchases.
Despite this, consumers are still seemingly preoccupied with living sustainably and the eco-credentials of the products that they buy.
As a result, WFC was committed to offering fully recyclable products and appealing to as many consumers as possible.
Weetabix head of brand Lorraine Rothwell added: “With costs rising in almost every part of our daily lives, there has never been more demand for affordable meal solutions.
“You can buy a box of Weetabix for less than the price of a cup of high-street coffee and feed a family of four breakfast for a week for £1.”
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