Little Freddie has launched a recyclable pouch for its babyfood.
The pouches are made entirely from polypropylene, which can be disposed of in kerbside recycling collections.
They were lighter to transport and less carbon-intensive to create, said Little Freddie.
Super Strawberries & Bananas and Mighty Mango & Passionfruit will be the first products to roll out in the new packaging, which features an On-Pack Recycling Label (OPRL) and a climate footprint verified by CarbonCloud.
They will roll into Ocado and Sainsbury’s, packaged in cardboard multipacks, over the coming weeks (rsp: £4/4x90g).
The brand said it had spent “several years of testing and trialling alternative packaging materials” before landing on the polypropylene pouches.
It claimed the move would save an estimated 350,000 pouches from landfill – equivalent to 2.5 tonnes of plastic – over the next 12 months.
OPRL membership & services manager Alice Harlock said the pouches had “gone through stringent testing to achieve our ‘certified as recyclable’ marque.”
The innovation was “a fine example of brands helping their customers to do the right thing by making recycling simple”, Harlock added.
The move forms part of Little Freddie’s goal to make 100% of its packaging recyclable, reusable or compostable by 2025.
It will continue its existing return recycling scheme with Enval for products that are not yet recyclable at kerbside.
It comes after Heinz last autumn unveiled its own recyclable babyfood pouch – also made entirely of polypropylene.
Challenger brand Piccolo became the first supplier to launch a 100% recyclable babyfood pouch in April 2021. However, its polypropylene packs came with high density polyethylene caps.
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