Hovis Seed Sensations will be sold in a new green-friendly bread bag.
The packaging, made from predominantly renewable polyethylene, has a 75% lower product carbon footprint than the traditional bread bags.
Richard McQuillan, Hovis marketing manager at Hovis, said: “We knew we had a breakthrough proposition with the new renewable PE bread bag and have been able to work closely with Amcor Flexibles to both maximise the development and ensure we gain official certification. The product carbon footprint of this product has been certified by the Carbon Trust. As part of the total Hovis Seed Sensations brand re-launch, we will be communicating about the reduction in carbon footprint on-pack and on our website so that our consumers understand the importance of this change for the environment.”
The bags will be rolled out this week, and were developed by packaging company, Amcor Flexibles Europe & Americas.
Dr Gerald Rebitzer, Amcor Flexibles Europe & Americas sustainability leader, said: “As a global packaging leader, Amcor Flexibles has a responsibility to manage the environmental impacts of all its operations and products. The Advanced Sustainability Stewardship Evaluation Tool (ASSET) is a key element in Amcor’s journey towards excellence in sustainability. In May 2012, the background methodology and data content of ASSET successfully achieved certification from the Carbon Trust, a global leader in carbon management and carbon footprint certification. We are delighted that we have been able to support the Hovis Seed Sensations re-launch, with ASSET delivering a significant improvement that benefits the complete value chain.”