Selfridges introduces plastic-free packaging for festive food range

Written by: Maddie Ballard | Published:
NatureFlex is looks and feels like plastic but is home compostable

Selfridges has introduced a sustainable plastic alternative across its own-brand range of festive food this year, making it 100% plastic free.

Plastic used in the packaging of Selfridges’s range, including mince pies and Christmas cake, has been replaced by either recyclable card or NatureFlex, a home compostable cellulose film.

The plastic alternative looks, feels, and behaves like plastic, but derives from renewable, responsibly sourced wood pulp and is made locally in Cumbria by packaging films company Futamura.

Selfridges introduced the alternative following research it conducted into consumers’ attitudes towards packaging in October.

It found that not only were 82% of consumers concerned about the environmental impact of plastic food packaging, almost two-thirds (64%) were concerned about the impact of Christmas specifically on the environment, and more than half (56%) consider the amount of packaging when buying their Christmas food.

Daniella Vega, Selfridges’ director of sustainability, said: “We know our customers share our concern for the environment and we’re continually looking at ways in which we can address the sustainability of our products.

“This includes reducing our plastic use and introducing more sustainable products and packaging.”

Charlotte Morton, chief executive of the Anaerobic Digestion and Bioresources Association (ADBA), told RWW Selfridges’s move was a step in the right direction. She said: “Plastic pollution to soil, sea and air is one of the major environmental challenges we face today. That retailers are trying to move away from excessive and unnecessary plastic packaging is laudable.

“At the same time, we see moves from the EA to reduce plastic contamination of food waste being treated in our members plants, and these trends are only going to accelerate as the issue of plastic pollution needs to be faced long term across the economy.”

Selfridges has also introduced other sustainably-minded initiatives this Christmas. Its own-brand range now include nine new vegan Christmas favourites to meet consumer demand for plant-based food, while as of December, all its products are palm-oil free.

Beyond Christmas, Selfridges will be rolling out NatureFlex to a selection of its all-year-round biscuits and cakes.

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