DS Smith has announced it has teamed up with Veetee Rice to create a fully recyclable rice box.
The packaging specialist said the aim is to remove over 50 tonnes of ‘problem plastic’.
Veetee Rice’s dry rice pack removes the need to use plastic bags or standard skillets in its packaging, with a box lid that can be removed, used as a portion measure, and then reseals the pack.
DS Smith explained the fibre-based box replaces existing plastic bag options currently on the market.
The concept of incorporating the portion measure is described as ‘unique’ to the sector.
Dave Ellerington, head of design & innovation and business development at DS Smith Packaging UK & Ireland, said, “It’s been excellent to work with Veetee who share our goal of reducing the use of harmful plastics and giving consumers truly sustainable options. We were able to use our unique circular design principles and metrics in the development of this design to ensure the final product is convenient for customers as well as being sustainable.
“Our work with Veetee has once again been able to show how packaging is vital for brands who are looking to become more circular and reduce their environmental impact.”
James Brett, marketing director for Veetee Group, added, “Working with DS Smith to create our industry-leading rice box has allowed us to achieve our goal of selling our product that is a premium, sustainable solution and disruptive on the shelf. We’re also proud to be providing an enhanced customer experience through the box’s unique portion measure, meaning the packaging helps our brand stand out from the crowd.”
The pack has been developed to be filled on Veetee’s automated packing lines and within its existing footprint.
