Waitrose has introduced new packaging for its British strawberries with significantly less plastic.
The new packaging, developed in partnership with Berry Gardens and packaging company Sharpak, is set to reduce Waitrose’s plastic usage by 17 tonnes this summer.
The new ‘Air-Light’ punnet is made of 80% recycled material. It incorporates a cushion that protects the berries without the need for a separate bubble pad. This also means it doesn’t have to use glue to attach the bubble wrap to the outer plastic shell.
“Strawberries and cream has been a staple of the summer since they were first introduced to Wimbledon in the late 1800s,” said John Lewis Partnership director of ethics & sustainability Marija Rompani.
“While many fans will still have to watch events from their living rooms this year, British strawberries are thankfully now in season – meaning a big part of the tradition can still be enjoyed by all, and this further reduction in plastic packaging will help make them taste all the sweeter this summer.”
Waitrose has been implementing a series of measures to reduce its plastic usage over the past few months as customer demand for environmentally friendly products increases.
This month the retailer expanded its refillable ‘Unpacked’ range after sales of its zero-waste items rose nearly 9% in just six months.
“We are really beginning to find some momentum with customers demonstrating that this is how they might be prepared to shop with us in the future,” added Rompani.