Purina has launched a “first-of-its-kind” recyclable flexible plastic packaging for wet pet food, which will first be introduced under the Felix brand in the Netherlands as part of a year-long pilot.
This new pouch addresses a “key challenge”, according to the group, to simplify plastic structures in order to make them recyclable, “without compromising” on the functionalities of food-grade packaging.
The packaging, which is made of Polypropylene (PP), allows the pet food pouches to be lightweight and recyclable, as well as high-heat resistant and equipped with appropriate product barrier properties.
Polypropylene (PP) can be recycled in existing plastic recycling streams in a number of European countries.
While launching in the Netherlands, further roll-out plans will be assessed and communicated “after gaining the relevant consumer response”.
The pouches will be sold in a fully recyclable cardboard box, which is made from 80% recycled paper and will contain 6x Beef and 6x Chicken pouches.
The pilot will take place from September 2020 to September 2021 with the Netherlands’ largest retailer, Albert Heijn.
Nestlé Purina Petcare EMENA CEO Bernard Meunier said: “We want to contribute to creating a world where pets and people can thrive, and initiatives like this support our goal of offering food that is good for pets, and the planet.
“This latest innovation on Felix pouch is a significant step forward in our drive to deliver recyclable or reusable packaging on all of our products by 2025.”