Brakes is to launch a new style outer carton that will potentially reduce cardboard use by more than 20% from its most popular frozen products.
After a successful pilot using the new style cartons, Brakes estimates, once rolled out onto its key frozen lines, the cardboard saved would equate to two boxes the size of the Empire State Building in New York.
The new design is a concept that has proved effective and is already widely used for fresh produce. It involves reducing the size of the top flaps of the new box, or in some examples, they have been eliminated completely. Because of the nature of the frozen product inside, integrity and strength is maintained ensuring that the packaging retains its shape and the product is not damaged during handling and transport.
Ken Mulholland, packaging services manager at Brakes, said: “This simple idea will make a real difference to the environmental pressures excessive packaging can cause. We aim to roll this design principle out across a major proportion of the millions of boxes that we deliver to our customers each year. All of our outer boxes are already made from around 65% recycled material but this development once more underlines Brakes commitment to reducing its impact on the environment.”