New front-of-pack icons invite customers to return packaging to store that councils don't recycle at kerbside
Scheme also makes clear when film, sleeves, trays, or bottles can be recycled at home
New research shows customer confusion around recycling popular items - such as banana bags, bread bags and toilet roll wraps
400 Morrisons products feature in the new scheme, with more to follow
We have introduced a simple front-of-pack recycling scheme to help customers recycle more packaging. The scheme initially features on 400 popular lines, which account for over 500 million items sold per year. It will be rolled out across other products where appropriate.
Under the scheme, we are the first supermarket to invite customers to bring recyclable plastic packaging, which is not widely taken at kerbside, back to all of our stores.
The new scheme makes it clear using two front-of-pack icons if the packaging can be recycled at home or at store:
- A 'Please Recycle Me’ icon appears on packaging that can be recycled at home - such as plastic milk and drink bottles.
- Whilst a 'Recycle Me In Store' icon features on bags - such as those that cover bread and potatoes - and wrap – covering the likes of toilet roll, which can't be widely recycled at kerbside.
Additionally, labels on the back-of-pack give detail on all of the packaging components used - clarifying whether they can be recycled and where.
The move follows new research which showed that two thirds of customers were not confident which packaging materials can be recycled.
Natasha Cook, Packaging Manager at Morrisons said: “Our customers tell us they us to make it easier to recycle their packaging. These icons make it much simpler for customers to recognise whether they can recycle at home or or bring back their packaging to our stores.”