Waitrose Private Brands Reduce Packaging Waste

Waitrose packageBritish retailer Waitrose has announced its intent to cut in half the amount of packaging it uses in its Private Brands by 2016. The supermarket says it is targeting a reduction of 50% of material compared to 2005 and hopes to reduce packaging material usage by 100 tons by relaunching Private Brand’s products. It has unveiled three structural package redesigns created by their in-house design teams, which were created to help achieve the savings

  • Packaging for the Menu From Waitrose has been redesigned to reduce the width of the sleeves on the outside of the product. The 49 products in the line will save 33 tons of packaging a year.
  • The Good to Go range of 190 snacks and sandwiches is also being relaunched. Changes to be introduced include increasing the size of clear windows on sandwiches and printing directly on fruit bags, eliminating the need for a label. These changes will save 25 tons of packaging each year.
  • Flow-wraps are being introduced to all Waitrose’s meat products, replacing plastic trays. The flow-wraps have previously been introduced to several meat categories, implementation in pork and lamb products will cut out 38 tons of packaging.Waitrose food to go 2


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.