Yeo Valley Organic is ditching its fresh cream pots in favour of a recyclable bottles that can be stored in the fridge door.
Its Double Cream (rsp: £1.50/220ml) and Single Cream (rsp: £1.30/220ml) will debut in Waitrose and Sainsbury’s from January.
Aimed at making pouring “that little bit easier”, the packaging is made from 50% recycled plastic and is 100% recyclable, the brand said.
“Our 100% British creams are not just making meals that little bit more delicious but do so without any spillage or mess,” said Alastair Unite, Yeo Valley’s brand manager for creams.
“We know scratch or assisted cooking has been on the rise & whether it is whipped, poured over desserts or added to a sauce, Yeo Valley Organic bottled creams are a staple for the scratch cooking family.”
It comes as the brand is also gearing up to return to TV screens next year with a £3m campaign, which will encourage shoppers to live more sustainably.