UK’s pladis group improves sustainability of its McVitie’s Victoria packaging

UK-headquartered global snacking group pladis has improved the sustainability of its product packaging in rewrapping its classic McVitie’s Victoria selection to help save 129 tonnes of card each year.

The revamped version of the number one festive biscuit assortment will include a downsized card outer, as well as an updated cloudy plastic, fully recyclable tray in its bid to make substantial environmental improvements.

As the company explained to Confectionery Production, by swapping the traditional black tray for a recyclable alternative, the company, which is behind a number of major brands, 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.

“The good news is that in addition to reducing packaging for this product, 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.”

The McVitie’s Victoria selection box will house an indulgent selection of McVitie’s milk, dark and white chocolate biscuits, including festive favourites such as the Fully Coated Chocolate Digestive and Milk Chocolate Shortcake. It will join traditional seasonal favourites alongside enticing NPD as part of the ‘Merry McVitie’s’ 2020 Christmas range.

The McVitie’s Victoria selection boxes are available at all major grocery retailers and convenience stores in 300g, 600g, 825g and 1.2kg, fully recyclable boxes at an RSP of £3, £6, £8 and £12, respectively.

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