Roberts bakery is the UK’s first bakery brand to achieve 100% recyclable packaging on one of its fastest-growing bread ranges.
The three-strong range of artisan Bloomers – which includes the Heroic Wholemeal, Wondrous White, and Seriously Seeded variants – will be packaged in materials which are 100% recyclable in household kerbside collection bins.
Roberts Bloomer range was launched last autumn in 85% recyclable packaging as part of Roberts’ radical rebrand. By replacing the previous polypropylene plastic window to polyethylene terephthalate (PET), the bakery is taking its first step in its commitment to making all its packaging 100% recyclable or compostable.
It’s also a move that supports Roberts’ sustainability aspirations and meets growing consumer and customer demands – and indeed expectations – for manufacturers to provide alternatives to plastic packaging.
Our 100% recyclable Bloomer range will be on sale nationally in Asda and Morrisons stores from mid-October, in addition to other major supermarkets – including Tesco and Waitrose – and local convenience stores across the UK.
Stuart Spencer-Calnan, Managing Director of Roberts bakery, said: “As the next gen bakery brand, we’re passionate and committed to not only doing our bit to help everyone live more sustainably, but also ensuring we are true to our ethos. This means being relevant and meeting the needs of our millennial consumers, to whom sustainability is a very important and impassioned issue.
“Never have we been more aware of the need to be more responsible in the choices we make, even for something as simple as what our bread is packaged in. Our move into 100% recyclable packaging for our Bloomers range is a simple step to help create a more environmentally friendly future. We’re absolutely delighted to now embark upon this exciting journey and even more so to be the UK’s first bread brand to take the lead in doing so.
“Our packaging technology team is continuously researching and trialling different products – and working with many international suppliers – to cut plastic pollution andwiden our sustainable offering and help reduce the environmental impact of plastic.
“The steps we’ve taken so far are relatively small but highly significant – for both Roberts and the category as a whole and we urge other bakery brands to catch us up.”
Almost a third of plastic packagingused by UK supermarkets is either non-recyclable through standard collection schemes or is difficult to recycle.
And with 97% of consumers buying the equivalent of nearly 1.5 billion loaves a year – that’s 4.2 million a day according to Kantar World Panel 17th June 2018 – there’s a lot of plastic or non-recyclable packaging produced by UK bakers. We estimate the weight of packaging not widely recyclable is 10,500 tonnes which equates to 60 blue whales.
Large plant bakeries, like Roberts, are responsible for 85% of UK bread production, so the introduction of its 100% recyclable packaging for its Bloomer range aims to help improve these rates.