As part of a phased approach over the coming months, Birds Eye strives to remove 379 tonnes of plastic through ensuring recyclable packaging for all of the brand’s vegetable lines.
Jess Ali, Senior Marketing Manager Vegetables at Birds Eye: “Shoppers are increasingly looking for brands that are making a positive difference on issues they care about, and we’re committed to ensuring all of our vegetable lines will have recyclable packaging by the end of 2022. The new packaging across our Natural Vegetable and Peas portfolio will make a significant difference to our sustainability commitment by removing approximately 379 Tonnes of non-recyclable material from the market annually.”
The packaging update will see the new recyclable materials and components replace the existing packaging used, across all its natural veg products whilst also reducing excess packaging by reducing the size of the bags but keeping the same amount of vegetables.
The recyclable packaging will begin rolling out from this month across six frozen lines – Field Fresh Supersweet Sweetcorn, Field Fresh Garden Peas & Sweetcorn, Field Fresh Select Mixed Vegetables , Field Fresh Country Mixed Vegetables, Birds Eye Garden Peas (2021), and Birds Eye Petis Pois (2021).
Photo source: Birds Eye