Florette has taken a decisive step away from single‑use plastics, replacing PET bottles with renewable cartons as it re‑launches its chilled vegetable soup range — a move that signals growing momentum behind fibre‑based packaging in fresh convenience categories.

The brand has transitioned its 500ml soup line into Elopak’s Pure‑Pak cartons, a shift designed to cut plastic use, improve recyclability and strengthen Florette’s sustainability credentials. The change forms part of a wider packaging refresh aimed at modernising the range and aligning it with consumer expectations around lower‑impact formats.

The move is notable because chilled soups have historically relied on PET bottles for visibility, durability and shelf presence. Florette’s decision to abandon plastic entirely reflects a broader industry trend: brands are increasingly willing to trade transparent packaging for renewable materials as fibre‑based formats gain consumer trust and regulatory favour.

According to Elopak, the cartons offer a significantly reduced carbon footprint compared with PET, while providing strong protection for chilled products through their multi‑layer structure. The packaging is made primarily from renewable materials and is fully recyclable through existing UK and European carton streams. For Florette, the switch supports its long‑term sustainability strategy and responds to rising shopper demand for packaging that is both functional and environmentally credible.

The relaunch also includes updated branding and improved recipe formulations, but the packaging shift is the standout development — positioning Florette among the growing cohort of brands replacing rigid plastics with cartons across beverages, soups and ready‑to‑drink segments.

From an industry perspective, the move underscores the increasing pressure on PET in categories where fibre‑based alternatives can deliver equivalent performance. As retailers tighten sustainability requirements and consumers become more vocal about plastic reduction, carton packaging is emerging as a competitive differentiator for brands seeking to demonstrate measurable progress.

Florette’s adoption of Pure‑Pak signals that the transition away from PET is accelerating beyond traditional dairy and juice applications. For packaging suppliers, it highlights expanding opportunities for carton innovation in chilled, semi‑liquid and ready‑to‑eat formats.