Sector News

Weetabix unveils 100% recyclable bottles for its On The Go range

October 5, 2020
Consumer Packaged Goods

Weetabix has unveiled new 100% recyclable bottles for its Weetabix On the Go range of breakfast drinks, which will be introduced in the UK this month.

According to Weetabix, the new packaging took 18 months to develop, and the bottle, cap and sleeve can now all be recycled together.

The breakfast drink is now packaged in a clear PET bottle, which is made from 30% recycled plastic. A ‘100% recyclable logo’ will be displayed on the lid of the product to increase shopper awareness about the recyclability of the product.

A statement from the company claims that 92% Weetabix Food Company’s packaging is now recyclable thanks to the release of the new bottles, and the company aims to reach 100% recyclable packaging by 2025.

Emma Varlow, general manager at Weetabix On The Go, said: “Like many food manufacturers, we’re on a journey to improve our sustainability credentials. We’ve been exploring this option for a while, and 18 months ago, we decided to upweight our efforts to making a fully all-in-one recyclable bottle.

“Our main priority was food safety and ensuring that consumers can always enjoy the high-quality products they expect from us. We embarked on a journey of trials and testing various recyclable sleeves and bottle designs, but we had to be sure that any packaging innovation would keep the product fresh for its entire shelf life.

“After facing several challenges throughout the process, we’re thrilled to have made the final bottle design with 30% recycled plastic and are now considering how to bring that up to 50% or higher. We are also working on making the bottle lighter, therefore, reducing the amount of plastic used by 10% in every single bottle.”

By: Martin White

Source: Food Bev Media 

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