Breakfast drink Weetabix On The Go said it has redesigned its bottles to make them 100% recyclable.
The move will allow for the bottle, cap and sleeve to be recycled together. The brand also moved to a clear PET bottle, which is made from 30% recycled plastic.
Rolling out this month, the bottles will have a ‘100% recyclable logo’ on the lid to increase shopper awareness.
“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,” commented Emma Varlow, general manager at Weetabix On The Go.
“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.”
The move is part of the sustainability initiatives of the Weetabix Food Company which has a target of reaching 100 per cent recyclable packaging by 2025. At present, 92 per cent of its packaging is recyclable.
The roll out of the new bottles will be supported by a new social media campaign to encourage people to recycle at home and when on the move.
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