Wild bird care brand Honeyfield’s, part of WHM Pet Group, says it has reinforced its ‘eco’ credentials by introducing an industry-first packaging development, which includes a new design and the first ‘truly biodegradable’ plastic technology.
“Honeyfield’s is 100% committed to restoring the Earth and have taken this to the next level with bag packaging that is made from 100% post-industrial recycled material, which is also 100% recyclable after use,” a spokesman said.
“This new bag composition is also uniquely 100% biodegradable, so if it does end up in a non-recycling process then it will naturally break down completely within a year, leaving no micro-plastics behind.”
Honeyfield’s believes it is the first wild bird care brand in the UK to use biodegradable and fully recycled plastic in its packaging, and says the new formula is the world’s first technology capable of delivering full decomposition on polyolefin packaging materials in the open environment. The strength and durability of the bag has been maintained and the materials tested to international standards as well as British standards in real-life open air environments.
The packaging also supports British trade by being sourced and printed within 50 miles of the Honeyfield’s manufacturing site.
“This is a major benefit to the local economy, but most importantly minimises Honeyfield’s carbon footprint, making them more sustainable than ever.”
The consumer packs now work harder than previous designs, showing vital sustainability benefits, which are supported on the back of the bag with recycling guidance and eco messaging. Branding and product information can be seen at the heart of the bags, with a bird-shaped clear window to showcase the food blend.
The design also shows off the Honeyfield’s Fair to Nature message, which the East Anglia company says has a strong resonance with consumers.
“Honeyfield’s are extremely proud of their Fair to Nature accreditation which means where the ingredients allow, using cereals and other seeds grown on Fair to Nature farms,” the spokesman said. “These farms dedicate at least 10% of their land to wildlife and the logo in support of this is featured on the each of the applicable bags.”
WHM says it is keen to offer an in-store solution to take advantage of the opportunity to promote and strengthen the brand. Included for the 2022 season is a complete range of wooden display stands featuring wall, gondola and plinth options, with colourful POS. These have already proved ‘highly successful’ in store installations to date, the group says.