Premium baby brand Ella’s Kitchen has committed to making all of its pouches fully recyclable by 2024.
The babyfood specialist is working with other businesses on a more environmentally friendly alternative to its plastic and aluminium packaging, which should be ready in six years’ time.
Currently, it runs an ‘Ellacycle’ scheme, under which consumers take used pouches to a drop-off point to be made into items such as benches and watering cans.
The Times reported last month that of the 10 billion plastic-aluminium packets sold each year in the UK, less than one in 20,000 was recycled.
An Ella’s Kitchen spokeswoman said the pouch format was necessary to keep the food “fresh, tasty and safe”. The brand claims pouches use 80% less materials than “many alternative” forms of packaging and require fewer trucks for transportation. However, the spokeswoman added the company was committed to developing a recyclable alternative by 2024.