Weetabix launches ‘easy-to-open’ paper inner wrappers
EXCLUSIVE – Weetabix has launched an easy-to-open paper inner wrapper in response to feedback from consumers who found the traditional plastic wrapper difficult to open
The cereal brand told Packaging News that the product was trialled earlier this year.
Mark Richardson, a packaging expert at the Weetabix headquarters in Burton Latimer, Northants, led the trials, experimenting with hundreds of different types of paper and packaging options to find the perfect replacement for the plastic wrapper.
In a statement to PN, Weetabix said: “Designed to make opening the inner packaging easier, the new paper wrap tears evenly meaning that Weetabix biscuits stay protected from crumbling and breaking.
“The paper is also easier to fold back after using which will help to keep Weetabix biscuits fresher between serves.”
The wrap is made from kraft paper and has an inside PE layer.
Weetabix turned to social media network Facebook to ask its fans about the development of the new packaging, when the product was trialled earlier this year.
More than 1,200 fans visited the page to share their thoughts on the new packaging. According to Weetabix, the paper wrap was met with an overwhelmingly positive response, with more than 85% of feedback on the site being positive.
A Weetabix spokeswoman said that the firm will be showcasing the research findings from the trial period on Weetabix’s Facebook page to show its fans “their voices have been heard”.
‘Wasted food is far more damaging to the environment than packaging’
Asked if the wrappers were compostable, a Weetabix spokeswoman told PN: “Weetabix takes its responsibilities to the environment very seriously and develops its packaging primarily to protect the quality, safety and shelf-life of its products – wasted food is far more damaging to the environment than packaging.
“We are signatories to the Wrap Courtauld Commitment and as such have demonstrated our commitment to using the most environmentally conscious materials which meet the needs stated earlier.
“This new wrap contains a plastic layer to provide the necessary product protection, which means that it is not compostable. The paper used in this new packaging is from a sustainable source.”
