Flora has launched the world’s first plastic-free paper tub in the UK for the first time, available exclusively in 386 Sainsbury’s stores.
The tubs, which will initially be available for the brand’s Flora Plant B+tter Spreadable product from 17 April, are made from compressed wet paper fibres and are completely oil and waterproof.
As the new packaging does not come with a plastic liner, shoppers can recycle it along with other paper and cardboard household waste.
The move represents a major step in Flora owner Upfield’s global ambition to reduce plastic across its portfolio by 80% by 2030.
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The UK launch comes after four years of innovation by Upfield’s leading food scientists and product and packaging experts.
Upfield UK marketing director Ian Hepburn said: “We know UK shoppers want products that have less climate impact but are unsure how to do this easily.
“We launched Flora Plant last year and now we’ve gone one step further by bringing world-first packaging innovation to UK supermarket shelves, helping shoppers to make simple sustainable swaps.”
Flora Plant has 73% less climate impact than dairy butter, is made with natural ingredients and is 100% plant-based, dairy free and palm oil free.
Hepburn added: “Moving away from plastic has always been an ambition for everyone at Upfield.
“Today’s roll-out of our paper tub is a result of four years of dedicated innovation from our brilliant product and packaging experts. We’re proud of what we’ve achieved and will keep moving towards our goal to replace up to two billion plastic tubs by 2030.”
