Smart packaging

McVitie’s wraps up Christmas in ‘most sustainable box ever’

By Gill Hyslop contact

- Last updated on GMT

'More biscuits, less packaging': McVitie's Victoria selection in recyclable packaging. Pic: pladis
'More biscuits, less packaging': McVitie's Victoria selection in recyclable packaging. Pic: pladis

Related tags: Mcvitie's, pladis, Sustainable packaging, recyclable packaging, Christmas

McVitie’s brand owner pladis has taken another step towards improving its sustainability credentials by rewrapping its popular Christmas biscuit assortment in its most sustainable packaging yet.

The repackaged version of the classic McVitie’s Victoria selection may have increased in size – from 550g to 600g – however, that doesn’t mean heftier packaging. The biscuit giant has taken on the adage of ‘Less Packaging More Biscuits’ and has adopted a fully recyclable container for its Christmas biscuit assortment.

The new packaging features a downsized card outer, which will save almost 130 tonnes worth of card every year. It also includes a fully recyclable cloudy plastic tray – swapping out the traditional black tray – which will save 60.5 tonnes of plastic from landfill annually.

The swap over comes alongside a contemporary rebrand for the McVitie’s Victoria range to hero both the biscuits and its established brand name to boost stand-out on supermarket shelves.

“Shoppers are increasingly concerned about how their food choices impact the planet and as Britain’s Biggest Biscuit Brand, we recognise that we have a crucial role to play in making sustainable options widely available,”​ said Jonathan Bull, head of McVitie’s Commercial & Seasonal Brands at pladis UK&I.

“While many of our products are already recyclable through our partnership with TerraCycle, we’re continually taking steps to improve our credentials, this time with our most popular festive collection, McVitie’s Victoria.

“The good news is that in addition to reducing packaging for McVitie’s Victoria, we’ve actually increased the number of biscuits in our 550g box – and we’ve added a ‘Less Packaging More Biscuits’ flash onto our now-600g pack. This will help to reassure shoppers that a reduction in packaging doesn’t need to mean fewer treats and ensure retailers can take advantage of the £161m  incremental sales opportunity Christmas presents.”

The McVitie’s Victoria selection comprises an indulgent assortment of McVitie’s milk, dark and white chocolate biscuits – such as the Fully Coated Chocolate Digestive and Milk Chocolate Shortcake – and joins the company’s ‘Merry McVitie’s festive lineup for 2020.

“Along with ​Home Alone and ​Fairytale of New York, McVitie’s Victoria selection has become synonymous with Christmas in the UK – and we’re excited for  the nation to tuck into the upgraded boxes this year, knowing these are the most sustainably packaged selections yet,”​ added Bull.

McVitie’s Victoria selection boxes are available at all major grocery retailers and convenience stores across the UK in 300g (RRP of £3), 600g (RRP of £6), 825g (RRP of 8) and 1.2kg (RRP of £12) fully recyclable boxes.

Related topics: Processing & Packaging, Biscuits

Related news