Carte D’Or is to drop most of the plastic from its eight-strong ice cream range, shifting to recyclable paper tubs and lids.
Available from 29 January, the new packaging will see the brand use 93% less plastic per tub, cutting out more than 900 tonnes of virgin plastic in the UK annually.
The switch would “appeal to the growing number of shoppers seeking more sustainable products” said Carte D’Or owner Unilever.
The brand has also refreshed its pack design, adding a QR code that directs shoppers to a website where they can learn where Carte D’Or’s key ingredients come from, their flavour credentials and more about sustainable sourcing.
Unilever was “proud to have made this move to paper tubs” said ice cream marketing director Horácio Cal. It would help “shoppers to reduce their plastic packaging footprint at home”.
It comes as Carte D’Or sister brand Magnum this week unveiled Remix – “remixed” versions of its bestselling ice cream flavours. The five-strong range comprises Classic, Almond, Almond Mini and White Chocolate & Berry multipacks of sticks (rsp: £3.99) and a Sweet & Salty Almond tub (rsp: £4).