Recycle-ready: Asda transitions ready meal range to Faerch “Evolve” trays in UK first
30 Sep 2019 --- In line with an ongoing commitment to “use less and recycle more,” UK retailer Asda will move its entire branded fresh ready meal range into fully recyclable packaging in a “UK first.” Launching across the UK on November 3, Asda’s 97 fresh ready meal lines will be packed in “Evolve” trays by Faerch, which are made from natural crystallized polyethylene terephthalate (cPET) – a form of detectable and recyclable plastic.
The new ready meal packaging seeks to transform 775 metric tons of plastic and 45 million trays from non-recyclable to recyclable material. In addition, Asda has also announced the transition of its entire Aberdeen Angus Steak range into fully recyclable cardboard trays, with the target of saving an additional 50 metric tons of plastic annually.
Asda’s Aberdeen Angus Steak range in recyclable packaging.“Over 130 million of our ready meals are purchased each year by our customers, so this change to packaging means customers don’t have to prioritize plastic [pollution] reduction over grocery decision making, ensuring they can continue purchasing products with the added value of recycle-ready packaging,” says Paul Gillow, Asda’s Vice President of Own-Brand and Commercial Strategy.
Debuting during National Recycling Week (September 23 – 29), the announcement of the ready meal range is the latest step in Asda’s work to reduce the volume and increase the recyclability of its plastics packaging. The retailer highlights that it has already removed 6,500 metric tons of plastic from own-brand products over the past 12 months and is further targeting that its own-brand packaging will be 100 percent recyclable by 2025.
Available in all Asda stores and online shopping, recyclable steak packaging in the Aberdeen Angus Steak range has been launched in:
- Asda Extra Special Aberdeen Angus Sirloin Steak (227g)
- Asda Extra Special Aberdeen Angus Sirloin Steak (255g)
- Asda Extra Special Aberdeen Angus Ribeye Steak (227g)
UK supermarkets reach for sustainability
Many leading UK retail chains this year are backing the plastic reduction trend, contributing to a gradual phase out of industry-generated waste. According to investigations by UK charity Which?, roughly 48 percent of packaging used by major UK supermarket chains cannot be easily recycled. In the report, the average percentage of packaging – including cardboard, glass and plastics – that could be easily put in household recycling bins was just 52 percent.
Furthermore, 42 percent of the total supermarket packaging assessed by Which? was labeled either incorrectly or not at all, making it difficult for consumers to dispose of correctly and increasing the chances of it ending up in a landfill.
Last month, Farmdrop, a UK online grocer with a focus on food sourced by local farmers, fisheries and other producers, launched its new Made By Farmdrop range of pre-prepared breakfast, lunch and dinner meals made with seasonal ingredients wrapped in 100 percent plastic-free packaging.
Also in August, UK grocer Waitrose & Partners announced it is set to extend its packaging-free shopping experience – dubbed “Unpacked” – in Oxford beyond the original end date of 18 August, following an “overwhelmingly positive” response to its bring-your-own packaging trial. The chain has also committed to introducing elements of the concept at three more establishments by the end of the year.
Waitrose & Partners also launched an Italian ready-meal range in new fiber-based trays from Finnish food packaging supplier Huhtamaki. The new trays – called Fresh – are microwaveable and ovenable and are intended to provide a more sustainable alternative to black plastic. Additionally, the packaging is recyclable and certified for home composting.
Last May, retailer Morrisons announced plans to introduce plastic-free fruit and vegetable zones across many of its UK stores. Customers will be able to choose from up to 127 varieties of fresh produce and buy them loose or put them in recyclable paper bags.
These moves build on the numerous advances made in the UK last year to cut down the levels of plastic waste generated by supermarkets. During last year’s holiday period, for example, the government launched a consultation to increase the 5p plastic bag charge to 10p and to extend the scheme to all retailers in the nation.
By Benjamin Ferrer
