Unilever-owned ice cream brand Magnum has announced the rollout of a new packaging solution made from polypropylene plastic.
More than seven million units of the new ice cream 'tubs' are to be rolled out this year, following a successful pilot phase in Spain, Belgium and the Netherlands last year.
Unilever said that the introduction of the tubs is particularly timely, not just due to their sustainable qualities, but also due to increase in-home consumption as a result of COVID-19.
“We are proud to be the world’s first ice cream brand to pioneer this ground-breaking technology”, commented Julien Barraux, global Magnum vice president.
“Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future, paving the way to a circular economy.”
The new packaging was developed in conjunction with Saudi Arabia's SABIC, which described the initiate as a 'great collaborative effort' towards reducing the use of virgin plastic in packaging.
By the end of 2020, will use an estimated 160,000 kilograms of certified recycled plastic material, the company said.
The move to recycled plastic tubs forms part of Unilever's global packaging commitment to reduce its use of plastic packaging by more than 100,000 tonnes and accelerate its use of recycled plastic by 2025.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine