Roberts moves to recyclable bread packaging

Roberts bakery is re-launching its core 800g bread range in packaging that can easily be recycled at home.

Available in Tesco stores across the North West and Midlands, four of the brand’s loaves – Thick Soft White, Mega-Thick Soft White, Medium Soft White and Classic Wholemeal – now come in a bag made of sustainably sourced paper with a very thin poly prop coating to ensure that the loaves stay fresh. They carry the ‘widely-recycled’ logo by The On-Pack Recycling Label (OPRL) scheme. Roberts is the first bread brand to be awarded it.

OPRL is used by 350 retailers, brands and packaging businesses UK wide and trusted by 3 in 4 consumers. It verifies that Roberts’ new packaging can simply be put in the paper or mixed recycling bin for kerbside collection.

The bakery brand’s managing director, Stuart Spencer-Calnan, said: “When we introduced our Bloomer range in easily recyclable at home packaging in September, we highlighted our strategy to act rather than pledge. To become plastic-free as soon as we can.

“We intend that by moving our core range out of polyethylene and into this new, much more sustainable packaging will kick start a wider roll-out for even more products and with more stockist partners.

“Retailers are under increased pressure from consumers to reduce the amount of packaging they use. And we also know that shoppers want to recycle but that it’s sometimes complicated to do so. We’ve responded by producing a bag that is really easy to dispose of responsibly. No confusion about which bin to use. No inconvenience of traipsing down to local recycling centres. No excuse for bread packaging to end up in landfill anymore.”

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