Birds Eye view on sustainable frozen packaging


Tuesday, 11 June, 2024

Birds Eye view on sustainable frozen packaging

Birds Eye, a food processor for the freezer aisle, has announced its commitment to sourcing post-consumer recycled (PCR) material as part of its broader sustainable packaging journey, commencing with its plastic steam bags.

This year, three products across Birds Eye’s Steamfresh Vegetables (750 g) range will consist of 22% recycled content within the steam bags, with plans for a broader rollout in coming years.

The updated packaging will also feature a QR code directing curious consumers to a short video communicating the brand’s sustainability credentials and ongoing commitment to supporting a circular economy.

Birds Eye’s Senior Director of Marketing (APAC), Katie Saunders, said while the introduction of PCR is a starting point in the business’s long-term plan to decrease the use of virgin plastic, it’s a positive step forward for the brand and entire freezer category.

“We recognise consumers and retailers are increasingly seeking sustainable packaging solutions without compromising on quality and convenience. We share this desire to do more with less and to operate to the highest sustainability standards. Our move to incorporate 22% recycled plastic into our Steamfresh 750 g inner bags ensures Australians can now extend their eco-conscious purchasing behaviours to the freezer aisle.”

In 2023, the brand further removed 15% virgin plastic from the Steamfresh (750 g) outer bags, and from 2026 hopes to have access to locally collected and processed PCR, aiming for a minimum of 30% PCR incorporated into the range.

The update follows an initiative in 2021 that saw Birds Eye refresh all its outer packaging bags to a more sustainable structure, moving from laminate to a recyclable mono material to ensure the packaging can be recycled where facilities are available.

Image credit: Birds Eye.

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