Birds Eye commits to sustainable packaging with PCR materials

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In a move for sustainable packaging in Australia’s freezer aisles, Birds Eye, the nation’s most iconic freezer-aisle brand, has incorporated Post-Consumer Recycled (PCR) material into its packaging, starting with plastic steam bags.

This year, Birds Eye will introduce three products from its Steamfresh Vegetables (750g) range, each boasting 22 per cent recycled content within the steam bags.

Accompanying the shift towards PCR plastic, the updated packaging will feature a QR code directing inquisitive consumers to a brief video highlighting the brand’s sustainability efforts and ongoing dedication to fostering a circular economy.

Katie Saunders, Birds Eye’s senior director of Marketing (APAC), emphasised that while the introduction of PCR marks the beginning of the company’s long-term strategy to reduce virgin plastic usage, it signifies a positive advancement for both the brand and the freezer category as a whole.

Saunders stated,“We recognise consumers and retailers are increasingly seeking sustainable packaging solutions without compromising on quality and convenience.

“We share this desire to do more with less and to operate to the highest sustainability standards.”

Saunders added, “Our move to incorporate 22 per cent recycled plastic into our Steamfresh 750g inner bags ensures Australians can now extend their eco-conscious purchasing behaviours to the freezer aisle.”

She mentioned that by incorporating recycled materials into their Steamfresh inner bags, Birds Eye will eliminate 4.6 tonnes of virgin plastic annually, a development they are very proud of.

Building upon previous sustainability efforts, in 2023, the brand reported it has removed 15 per cent virgin plastic from the SteamFresh (750g) outer bags.

Looking ahead to 2026, Birds Eye aims to source locally collected and processed PCR, targeting a minimum of 30 per cent PCR incorporation into the range.

“This is another positive step in our mission to support a circular packaging economy. We’re committed to sourcing more Australian PCR content as it becomes available, expanding its inclusion across the Birds Eye range,” asserted Saunders.

This packaging update follows Birds Eye’s 2021 initiative, which saw the brand transition all its outer packaging bags to a more sustainable structure, moving from laminate to a recyclable mono material, ensuring recyclability where facilities are available.