ASDA and Pura have partnered to launch what they say is the UK’s first in-store signage made using recycled nappies.
The signs, which will be used on shelves selling the baby brand’s products, replace the standard plastic shelving previously used.
Nappies are shredded, washed, and dried before being processed into pellets and combined with other raw materials (56% recycled nappy fibre and 44% cellulose fibre) to be pressed into boards for the signage.
The launch comes following a successful nappy recycling trial by Asda and Pura in Bristol alongside nappy recycling and collection specialist, NappiCycle. It allowed ‘tens of thousands’ of nappies to avoid landfill and instead be turned into useful materials such as panelling, insulation, and the new in-store signage.
Pura’s sustainability director, Matt Moreland, said, “We hope that the POS material will help spread awareness of the benefits of nappy recycling which can prevent millions of tonnes of valuable resource from nappies, hygiene products and period products from ending up in landfill or being incinerated.”
Asda buying manager for nappies, Jessica Carrol, added, “We know how important it is to our customers that we reduce the amount of plastic we use, so we were extremely keen to work with Pura on this project. We will continue to look at other ways we can utilise nappy recycling and continue to work with all our suppliers on ways we can reduce our plastic use.”
