Page 37 - Food & Drink Magazine April 2020

Yoghurt business The Collective is introducing recycled plastic (rPET) across its packaging as part of a company-wide sustainability effort to reduce its environmental impact. Doris Prodanovic writes.
The Collective switch
LABELLING & PACKAGING
THE Collective’s kefir probiotic yoghurt will be the first of its products making its way into stores with rPET packaging.
The Collective marketing manager Angela Lewis told Food & Drink Business the bottle change aims to reduce the amount of new plastic created by 35 tonnes, as well as 98 tonnes of CO2 emissions, each year.
Lewis says: “People want moreenvironmentallyfriendly options and ways to reduce their own personal impact.”
It worked with packaging company Alto – a division of Pact Group – to develop the kefir bottles.
as well as a bespoke recycling icon on the back of the pack. “To highlight the change,
we’ve even made the bold move to update our logo on the bottles to make it even easier for people to spot it on shelf,” she says.
The new labels and bottles aim to “attract curiosity, start conversations and help to encourage shoppers to think about the bigger picture”.
98t “Asaresult,ourpourablekefir THE BOTTLES MEAN colour palette has been carefully crafted to bring disruption to the dairy aisle and give our shoppers
an uplifted feeling.
“This is the next step in our
The in-house design team
at The Collective has further crafted a distinct colour palette for the kefir, which is based on research into how colour impacts on shoppers.
Lewis said its bottles sometimes face the challenge of being placed in the darker well of the fridge aisle, so the company needed to “ramp up their volume” with a bright and bold colour palette.
conservation charity Trees That Count.
The organisation’s online marketplace also allows New Zealanders to fund or gift native trees.
Its head of marketing and partnerships Melanie Seyfort says: “By working together with companies like The Collective we’re able to plant more and more precious native trees around the country and further reducecarbonemissions.
“Every bottle of kefir probiotic yoghurt purchased, goes toward this effort.”
The new packs for The Collective kefir will be rolling out in supermarkets over the comingmonths. ✷
ABOVE: The Collective aims to be good for your body and the environment
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www.foodanddrinkbusiness.com.au | April 2020 | Food&Drink business | 37 31/01/19 9:31 AM
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