Kellogg鈥檚 Corn Flakes cereal packaging is going fully paper-based with the trial of a paper liner that can be widely recycled.听
The paper lining will be introduced as a replacement for the non-recyclable plastic bag that has been traditionally used in Kellogg鈥檚 Corn Flakes packaging. The outer recycled card packaging of the company鈥檚 iconic cereal boxes has been fully recyclable for many years.听
The plastic inner liner in cereal boxes is not widely accepted in home recycling, and while this would be Kellogg鈥檚 preferred option, the trial of the paper alternative in a small number of Tesco stores from January provides a more environmentally friendly alternative. This move is part of Kellogg鈥檚 Wellbeing Manifesto, a decade-long commitment to improve its food and packaging.听
In developing the new packaging, Kellogg鈥檚 needed to ensure the paper liner would keep the product fresh over its 12-month shelf life and be able to withstand the process of filling, sealing and transportation to retailers.听
It is the responsibility of brands and retailers to continuously improve on the recyclability of their products. So, given the scale and iconic status of Kellogg鈥檚 Corn Flakes, this move is to be expected. However, given the brand鈥檚 size, this would have been a major undertaking. It demonstrates that innovation on the core product can still add important value and shows how brands like Kellogg鈥檚 embrace change to deliver constantly improving performance and sustainability. This also highlights that the UK needs to dramatically improve the ability to collect and recycle materials that could be recycled. Early in 2022 DEFRA published its response to its consultation last year on Extended Producer Responsibility for packaging waste recovery. The approach proposed risks underperforming the benchmarks set in other countries. To find out more, contact jn@britishbrandsgroup.org.uk
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