Bel UK is releasing its Leerdammer original and light cheese slices in 100% recyclable packaging.
The UK subsidiary of the Bel Group said the move is the equivalent to 1.5 million plastic bottles being recycled per year. Packs are made from 24% already recycled materials and Bel UK is looking at increasing this percentage.
The move comes as Leerdammer packaging is updated to feature two transparent windows, allowing consumers to view the cheese slices. Bel UK research suggested that that 80% of respondents said the new design made the product appear more appetising.
Last year, the company launched Leerdammer’s Free Grazing Promise, which ensures that all the brand’s cheese is made from milk which comes from free-grazing cows.
Gaelle Vernet, group brand manager at Bel UK, said: “For the modern consumer, it’s not simply taste and price driving purchase decisions. With popular culture highlighting the environmental impact of the food industry, from animal welfare and food wastage, to recyclable packaging, the ethical consumer is looking for brands that go the extra mile.
“The launch of 100% recyclable packaging, alongside our Free Grazing Promise, further highlights our commitment to help consumers make informed purchase decisions, something we believe can add real value and differentiation to the highly commoditised cheese category.
“As we switch to 100% recyclable packaging across all original and light slice packs, a new pack design will also be rolled out for the brand, engineered to modernise and drive taste credentials.”
Both original and light Leerdammer slices are sold in packs of eight slices with a recommended retail price of £1.75.
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