This year, three products across Birds Eye’s Steamfresh Vegetables (750g) range will consist of 22 per cent recycled content within the steam bags, with plans for a broader roll-out in coming years.
The updated packaging will also feature a QR code directing curious consumers to a short video communicating the brand’s sustainability credentials and ongoing commitment to supporting a circular economy.
The QR code is an initiative by Birds Eye and managed in-house as a method of communicating the company’s PCR initiative in a format accessible to consumers.