MCVITIE’S Victoria selection is set to have its most sustainable packaging yet, the firm behind the biscuit brand has revealed.
Pladis said the repackaged version of its Christmas biscuit assortment will include a downsized card outer – saving 129 tonnes worth of card – and an updated fully recyclable plastic tray. The firm explained that swapping the traditional black tray for a recyclable alternative will save 60.5 tonnes of plastic.
Jonathan Bull, head of McVitie’s commercial and seasonal brands at Pladis, said, “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. 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.
“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.”