Created using Mondi’s recyclable FunctionalBarrier Paper, the new packaging was developed for Veetee’s rice range, on shelf since April.
Providing a direct replacement to plastic, the packaging has fit for purpose barrier properties to protect the products while supporting Veetee’s goals to reduce plastic.
Mondi provided a full in-house solution for Veetee – sourcing certified renewable material, producing the certified kraft paper, add barrier functionality and printing it before delivering the final paper-based reels to Veetee for conversion and filling.
The two companies collaborated closely on the whole creation process: as with all food products, the barrier properties for the packaging needed to be suitable for the contents, in this case providing protection against moisture and ensuring a long shelf life.
Several trials were carried out to ensure the result was a truly customised solution that worked on all counts, while supporting Veetee in their mission to reduce plastic and make packaging recyclable.
The new packs have been certified by OPRL as widely accepted for kerbside recycling in the UK, making disposal easy for the end users and supporting a circular economy.
Thanks to the high printability of Mondi’s FunctionalBarrier Paper, Veetee is able to communicate the disposal messages on-pack and retailers can clearly promote the brand and different products on-shelf.
James Brett, group marketing director for Veetee says: “Our goal was to eliminate unsustainable packaging and we are very proud to have achieved that as a first to market in the UK – both with paper packaging and our unique Rice Box.”
