The three companies are inviting other food brands to become sponsors of the initiative. For each brand that signs up, they would take responsibility for 100 drop-off points. The overall ambition is to have all brands that produce food pouches enrolled in the scheme to collaboratively ensure that packaging is recycled.
Danone’s regional VP of Essential Dairy and Plant-Based, Adam Grant said: “As certified B Corps, its important we work together to use business as a force for good, in this case leveraging our collective strength to support recycling systems in the UK.
“I encourage other B Corps and food brands to join us in extending The Kids Food Pouch Recycling Programme, so recycling points can become available for more families around the country.”
Danone yoghurt pots are currently 100% recyclable and consist of 30% recycled plastic. The brand is also exploring alternatives to plastics – as part of its UK Plastics Pact commitment – including offers of refillable jars through the Loop zero-waste shopping platform.
Ella’s Kitchen has already rolled out a recycling scheme for packaging which isn’t collected at kerbsides nationally, after a successful trial with Asda and TerraCycle.
Launched in April 2019, the six-month trial saw Asda provide Freepost envelopes for baby food pouches at 37 of its UK stores. Consumers were encouraged to place up to 15 food pouches from any brand in the envelopes for posting to TerraCycle, which recycles them into products such as outdoor furniture, playground equipment and fence posts.
To date, the partnership with TerraCycle has seen more than four million pouches recycled. Even during the coronavirus pandemic, Ella’s Kitchen saw a 90% increase in the number of pouches compared to 2019.Orginal Source