M&S has created new 100% recyclable paper packaging for its Jersey Royal potatoes as it becomes the first retailer to launch the products this week.
The upmarket retailer estimates the packaging change – which is a market first for M&S – will remove 1m pieces of plastic within the first year.
The new packs also look to ensure the potatoes are still protected from damage and remain fresh until use.
The moves means that M&S will be the first national retailer to launch early season Jersey Royals to customers in 75 Foodhalls across the UK.
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It expects to sell 1m packs of the potatoes this season, a 15% uplift on last year.
As well as limiting plastic waste, the retailer is also looking to reduce food waste within its Jersey Royals production this year.
M&S is the only supermarket to sell Collection Jersey Royal Vodka, which is made from potatoes that didn’t make the cut from the summer crop, saving 3,000 tonnes of potatoes from being wasted.
M&S senior agronomist Harry Wilder said: “The care and dedication we take to ensure customers get the best of the crop is second to none, our unique chilling process and our dedicated on-site team ensure only the best picks make it to our customers baskets.”
M&S is currently the only retailer to chill its Jersey Royals to the optimum temperature with on-site rapid chilling technology which chills the crop from the point of harvest until it rolls out on shelves.
Wilder added: “The new paper packaging ensures we’re leading the way in terms of delivering sustainable packaging solutions too.”
It comes as M&S café is rolling out fully recyclable takeaway cups as the business vies for the title of “most sustainable cup of coffee” on the high street.
