Made for Drink founder Dan Featherstone – also co-founder of the Exmoor Carbon Project – said more can always be done, despite its recently highly successful trial of planet-friendly pouches.
To that aim, the Berkshire-based producer is rolling out a bespoke flow-wrap pouch for its off-trade customers, including Waitrose, Sainsbury’s Ocado, Fortnum & Mason and select independents in the retail sector in January.
The new pack conveys the brand’s snappy new identity in sleek kraft paper black livery for greater shout-out on shelf.
It also contains an extra 30% of product – making it a 30g sharing pack – which, according to the producer, comes at no extra cost to either the trade or end consumer. The on-trade packs – while remaining white and in 23g size – will also move to the new recyclable/compostable pouches.
“The pioneering home compostable paper pouch sees all plastic removed and replaced with two innovative layers made from biomass and wood pulp,” a brand spokesperson told BakeryandSnacks.
Long-term commitment
The move culminates an exceptional year for the brand. A recent Nielsen In-Focus report profiled Made For Drink as the fastest-growing meat snack brand in the UK’s retail channel and the sixth biggest contributor to category growth.
“[Which] is all well and good, but we know we can do more,” said Featherstone.
This involves leading the category on crucial matters such as the removal of plastic from packaging and championing a CO2 neutral future.
Made for Drink’s corporate social responsibility agenda took a further stride forward in October with the purchase of a tract of land in the Heddon Valley of Exmoor National Park, “which is not only a fitting homage to Dan’s proud Devon roots, but secures Made for Drink’s long-term carbon neutral status,” said the spokesperson.
“By establishing its own UK-based carbon fund, (working in tandem with the Forestry Commission) Made for Drink has sequestered a plot of land that eclipses (x10) its current carbon footprint, thereby establishing a meaningful, long-term commitment to corporate social responsibility.”
Featherstone told us, “As with so many of our business decisions, we were adamant that we should be in direct control of our going carbon neutral initiative from day one, supporting improved biodiversity, sustainable forestry management and greater rural employment, whilst establishing something that each and every member of our team (plus friends and family) can fully appreciate.”
Made for Drink hopes to inspire other snack businesses to follow suit and has extended a hand to help those who reach out to achieve carbon neutral status.