pladis makes McVitie’s Victoria packaging more sustainable
Global snacking company pladis is improving its sustainability credentials by rewrapping its classic McVitie’s Victoria selection – just in time for Christmas.
The repackaged version of the Christmas biscuit assortment will include a downsized card outer – helping to save 129 tonnes worth of card every year – and an updated cloudy plastic, fully recyclable tray. By swapping the traditional black tray for a recyclable alternative, pladis will help save 60.5 tonnes of plastic from landfill annually.
“Shoppers are increasingly concerned about how their food choices impact the planet and as Britain’s Biggest Biscuit Brand, we recognise that we have a crucial role to play in making sustainable options widely available,” says Jonathan Bull, Head of McVitie’s Commercial & Seasonal Brands at pladis UK&I.
“While many of our products are already recyclable through our partnership with TerraCycle, we’re continually taking steps to improve our credentials, this time with our most popular festive collection, McVitie’s Victoria.
Jonathan added: “The good news is that in addition to reducing packaging for McVitie’s Victoria, we’ve actually increased the number of biscuits in our 550g box – and we’ve added a ‘Less Packaging More Biscuits’ flash onto our now-600g pack.
“This will help to reassure shoppers that a reduction in packaging doesn’t need to mean fewer treats and ensure retailers can take advantage of the £161 million incremental sales opportunity Christmas presents.”