Aug 14, 2020
The Britain ice cream brand ‘Magnum’ has launched its ice cream tubs range in the UK using packaging containers made from recycled plastic. This follows the campaign that was focused for controlled plastic use last year. Magnum is the first ice cream brand to use recycled polypropylene plastic.
The Company informed that the tubs and containers will be rolled out across Europe in 2020 and globally in 2021. The purpose of the initiative by Magnum brand is being communicated on-pack with a new icon on all Magnum tub lids as well as directions printed on it as to how the tubs can be recycled after use. Due to the pandemic and lockdown, there has been more of an in-home consumption and considering that Magnum said the introduction of the sustainable tubs will help people reduce their impact on the environment. By the end of 2020, Magnum is said to use an estimated 1, 60,000kg of food grade material of certified recycled plastic.
This move of recycled plastic by Unilever is a larger global packaging commitment to reduce the usage to half the company’s use of virgin plastic, by reducing the use of plastic packaging by more than 1, 00,000 tons and increasing the production and its use of recycled plastic by 2025. Andre Burger, vice president foods and refreshments, Unilever UK&I, said, “We’re proud to be the world’s first ice cream brand to pioneer this ground-breaking technology. Through this new approach, we hope to lead the food and refreshment industry towards a more sustainable future. The new logo across all our tubs will help create awareness around our sustainability commitment and reassure Magnum lovers that they can indulge in a delicious Magnum ice cream whilst making a sustainable choice to reduce their environmental impact too.”