Marks & Spencer Project Closes the Plastics Packaging Recycling Loop
06 June 2005
Marks & Spencer's today became the first retailer in the UK to trial the use of recycled plastic in food and drink packaging on a large scale and to gauge customer reaction to the concept.
Funded by WRAP (the Waste & Resources Action Programme), the project has seen Marks & Spencer working in conjunction with Closed Loop London and London Remade to introduce post-use recycled plastic in the packaging for its 'Food to Go' range. The 6-month trial involves around 1,500 tonnes of recycled PET (rPET) being incorporated into salad bowls, beverage bottles, recipe pots and trays, with the recycled content ranging from 30% to 50%.
The trial packaging will hit Marks & Spencer's shelves in stores across the UK from today. It is the first time that rPET has been used overtly in such a high-profile, high-volume product line in the UK and an important element of the project is the marketing and consumer research. Packs containing rPET will carry on-pack declarations and messages such as "packaging made from 50% recycled material, 100% recyclable" - and will carry the closed loop recycling logo. Point of Sale (POS) information will also be displayed and customer reaction will be assessed through a series of in-store survey activities across a number of stores over the duration of the trial.
To further encourage closed loop recycling, Marks & Spencer will also provide recycling bins at the front of four central London stores for the collection of used plastic containers that are suitable for closed loop recycling, and cardboard packaging.
Helene Roberts, Marks & Spencer's Packaging Manager, is very positive about the trial and the opportunities it could open up for other Marks & Spencer product ranges in the future. "The recycling of plastic packaging in the UK is still a major challenge and as a result, our customers have difficulty seeing any type of plastic as sustainable," she says. “We believe that this project can help improve recycling levels and the customer’s perception of plastic packaging."
London Remade, a capital-wide recycling initiative aimed at developing markets for waste and recyclables, and Closed Loop London, a company with wide experience in the implementation of closed loop recycling programmes, have been providing technical and operational expertise to Marks & Spencer on the incorporation of rPET in the new packaging.
Dr Liz Goodwin, Director of Materials for WRAP, said: “We are delighted to be working with Marks & Spencer, Closed Loop London and London Remade on this high profile range. The launch of the new recycled PET packs reflects the growing desire by retailers and consumers to see recycled plastic being used in packaging.
"In recent research conducted by WRAP, 79% of consumers said they would feel ‘more positive’ about a brand or a manufacturer that uses recycled plastic. We are confident that the consumer reaction to the new Marks & Spencer packs will be positive and anticipate that, as a result of the WRAP project, other retailers and branded manufacturers will be developing packaging with recycled content."
The Marks & Spencer project is one of three WRAP-funded trials launched in January this year to investigate the use of post-consumer rPET in retail packaging. The two other trials, which will be underway later in the summer, are being carried out by Coca-Cola Enterprises Ltd and Boots.
The trial packaging will hit Marks & Spencer's shelves in stores across the UK from today. It is the first time that rPET has been used overtly in such a high-profile, high-volume product line in the UK and an important element of the project is the marketing and consumer research. Packs containing rPET will carry on-pack declarations and messages such as "packaging made from 50% recycled material, 100% recyclable" - and will carry the closed loop recycling logo. Point of Sale (POS) information will also be displayed and customer reaction will be assessed through a series of in-store survey activities across a number of stores over the duration of the trial.
To further encourage closed loop recycling, Marks & Spencer will also provide recycling bins at the front of four central London stores for the collection of used plastic containers that are suitable for closed loop recycling, and cardboard packaging.
Helene Roberts, Marks & Spencer's Packaging Manager, is very positive about the trial and the opportunities it could open up for other Marks & Spencer product ranges in the future. "The recycling of plastic packaging in the UK is still a major challenge and as a result, our customers have difficulty seeing any type of plastic as sustainable," she says. “We believe that this project can help improve recycling levels and the customer’s perception of plastic packaging."
London Remade, a capital-wide recycling initiative aimed at developing markets for waste and recyclables, and Closed Loop London, a company with wide experience in the implementation of closed loop recycling programmes, have been providing technical and operational expertise to Marks & Spencer on the incorporation of rPET in the new packaging.
Dr Liz Goodwin, Director of Materials for WRAP, said: “We are delighted to be working with Marks & Spencer, Closed Loop London and London Remade on this high profile range. The launch of the new recycled PET packs reflects the growing desire by retailers and consumers to see recycled plastic being used in packaging.
"In recent research conducted by WRAP, 79% of consumers said they would feel ‘more positive’ about a brand or a manufacturer that uses recycled plastic. We are confident that the consumer reaction to the new Marks & Spencer packs will be positive and anticipate that, as a result of the WRAP project, other retailers and branded manufacturers will be developing packaging with recycled content."
The Marks & Spencer project is one of three WRAP-funded trials launched in January this year to investigate the use of post-consumer rPET in retail packaging. The two other trials, which will be underway later in the summer, are being carried out by Coca-Cola Enterprises Ltd and Boots.
Editor's notes:
- WRAP (the Waste & Resources Action Programme) is a major UK programme established to promote resource efficiency. Its particular focus is on creating stable and efficient markets for recycled materials and products and removing the barriers to waste minimisation, re-use and recycling.
- A not-for-profit company in the private sector, WRAP is backed by substantial Government funding from Defra, DTI and the devolved administrations in Scotland, Wales and Northern Ireland.
- WRAP has laid down targets across fifteen programmes. Twelve are focused on market development, and comprise nine material streams (Paper, Plastics, Glass, Wood, Organics, Aggregates, Tyres, Plasterboard and Batteries) and three generic areas (Business & Finance, Procurement, and Regional Market Development). Three further programmes relate to the wider resource efficiency remit - Collections, Communications and Awareness, and Waste Minimisation. Details of all WRAP's activities are available at www.wrap.org.uk
- London Remade is an innovative recycling programme aimed at increasing markets for recycled products and driving the development of an entrepreneurial recycling supply chain. A unique partnership between the business, community, public and not-for-profit sectors, London Remade uses recycling as a vehicle to drive economic and social regeneration and is principally funded by the London Development Agency to deliver green procurement and business support programmes. Further information can be found at www.londonremade.com
- Closed Loop London Ltd is a wholly owned subsidiary of the Australian company , Closed Loop Environmental Solutions (CLES). CLES, which trades in Australia as Visy Closed Loop, was established in October 2001 as a joint venture company with Visy Industries, the world’s largest privately owned paper, packaging and recycling company. The closed loop recycling programmes developed by Visy Closed Loop involve the provision of packaging materials which can be taken back after use, recycled and remanufactured into new end use products. Further information can be found at www.visyclosedloop.com
Press Office
Media Relations Manager
WRAP,
The Old Academy,
21 Horse Fair,
Banbury OX16 0AH
Tel: Office:01295 819928, Mob:07950 923260
press.office@wrap.org.uk
Media Relations Manager
WRAP,
The Old Academy,
21 Horse Fair,
Banbury OX16 0AH
Tel: Office:01295 819928, Mob:07950 923260
press.office@wrap.org.uk
<br>Peter Skelton
Materials Development Manager (Plastics)
WRAP,
The Old Academy,
21 Horse Fair,
Banbury
OX16 0AH
Tel: Offie:01295 819651, Mob:07930 476601
peter.skelton@wrap.org.uk
Materials Development Manager (Plastics)
WRAP,
The Old Academy,
21 Horse Fair,
Banbury
OX16 0AH
Tel: Offie:01295 819651, Mob:07930 476601
peter.skelton@wrap.org.uk
<br>Charlotte Rogers
Events and Communications Officer
London Remade Tel: Office:0207 061 6360, Mob:07950 923260
charlotte@londonremade.com
Events and Communications Officer
London Remade Tel: Office:0207 061 6360, Mob:07950 923260
charlotte@londonremade.com
