tetra pak news - Tetra Pak® Recycling



tetra pak news - Tetra Pak® Recycling
Winter 2009/10
Hello, and welcome to the Winter 2009/10 issue of Tetra Pak News
As I pen my first introduction as UK Managing Director after about
four months on the job, I look back on a tough year for the global
economy where almost all countries have seen a decline in their GDP;
a feat last seen during the great depression. This global recession
has certainly also been challenging across the UK although it appears
that the food and drink sector has remained relatively healthy. It has
been interesting to see that retailers have taken a twin approach
during this recession: on the one hand they have promoted their own
products more aggressively as lower priced alternatives, while on the
other hand they have stayed the course on the environment through
continuous new offers.
Similarly, I’ve seen our business look to the future, whilst drawing
strength from our past. We recently celebrated thirty years of
manufacturing at our Wrexham site at a time when our factory
continues to improve its competitiveness by qualifying for application
to the second level JIPM award. At the same time, we are striving
to lead our industry towards an environmentally sustainable future,
and so I am delighted that we were the first of Tetra Pak’s factories
to achieve Forest Stewardship Council (FSC) chain of custody
certification as well as our continued efforts to increase the kerb
side collection for cartons. We are making a sizeable difference
on both accounts: from September, we introduced FSC-certified
paperboard across 75% of our cartons and by the end of 2009
1 in 5 cartons could be recycled from kerb side.
As I look to 2010, I believe that the economy will remain challenging.
We will need to address the ever increasing challenges of a fast
changing world such as green blogs (page 5) and key environmental
milestones like the Copenhagen conference (page 8). However,
I also think that the environmental issues we face as citizens will
become ever more important – and that is good news for Tetra
Pak, since we have always worked hard to remain at the forefront
of the environmental issue, ensuring that our packages, and our
work practices, are as environmentally friendly as possible. A year
of challenges, but also one of great opportunity.
In conclusion, I do want to thank you for all that you helped to achieve
during the past year. I hope you have enjoyed a well deserved break
so that we are re-energized and together ready to take Tetra Pak UK
& Ireland to the next level.
With best regards,
Rik Jacobs
Managing Director
Tetra Pak UK and Ireland
Tuna fit for a Prince
Climate change
Around the world
Did you know?
Princes, the UK’s leading
canned fish brand, is launching
its first UK tuna product in
Tetra Pak cartons.
Princes Tuna Bites are available in
three variants; in brine, sunflower oil
and with sundried tomatoes, to cater
for the growing consumer demand
for healthy snacks.
The Tuna Bites will be the first
tuna product available in Tetra Pak
cartons in the UK, and the launch
follows the success of similar products
on the continent, supported by the
continued growth of the savoury snack
market, which rose by 8% in the UK
in 2008 alone.
In looking at alternative packaging for
the Tuna Bites range, Princes wanted
to match the innovative nature of the
product. Tetra Pak Recart cartons
were chosen for being lightweight
and space-efficient, making them easy
to carry home from the supermarket
and store in kitchen cupboards. The
cartons are also re-sealable, which
helps prolong the product’s shelf-life.
“In recent in-home placement, the
Tuna Bites were seen as a convenient,
healthy snack, without compromising
on taste or quality. We expect the
versatility of the range, which can
also be used in pasta bakes, salads
and sandwiches, to prove popular
with consumers.”
Ruth Simpson, marketing director
for Princes Foods, said: “Currently
more than 67% of tuna is eaten at
home as part of a main meal. We’re
confident that through new product
packaging and innovation, we can
encourage consumers to use tuna in
new ways, and drive further value into
the category.
Pomegreat the perfect partner to help Martini
‘Stay Beautiful’
To mark the launch of its
‘Stay Beautiful’ campaign in
summer 2009, iconic drinks
brand Martini gave away 1 litre
Tetra Pak cartons of Pomegreat
with its new Martini Rosato
drink – providing the key
ingredients for a fresh and
fruity summer cocktail.
Martini Rosato is the newest flavour to
be introduced by Martini in 100 years.
With notes of cloves, cinnamon and
nutmeg, and lighter hints of raspberry
and lemon, it makes a delicious summer
cocktail when combined with a single
serve of Pomegreat pomegranate juice.
Pomegreat is an obvious choice for
health conscious consumers. Being
high in vitamins and antioxidants, it
was the perfect partner for Martini’s
‘Stay Beautiful’ campaign, fronted by
Hollywood actress Thandie Newton,
which was designed to appeal to
women who prefer the low alcohol
option, to stay in control, and ‘stay
beautiful’, while they socialise.
And as for the perfect cocktail? It
couldn’t be easier. Simply mix one
part Martini Rosato with two parts
Pomegreat over ice, with a twist
of lime.
Smart move by The Clever
Little Drinks Company
Two new flavours added to award-winning Smoove range
The Clever Little Drinks
Company has expanded its
Smoove range of ambient
smoothies with two new
flavours – ‘Strawberry’ and
‘Pineapple, Banana & Coconut’.
The Smoove range has impressed
industry and consumers alike since
launching in May, picking up awards
for the Best Ambient Carton Design
and Best New Smoothie at the
British Bottlers Institute awards.
These awards add to the ‘Food and
Drink Champion’ crown that the
company received at this year’s
Royal Show. And with three
flavours already on offer – Mango
& Orange, Raspberry & Banana,
and Pomegranate & Blueberry –
the range is growing rapidly.
With no compromise on quality
or taste, Smoove is marketed as
an affordable product for health
conscious consumers. The funky,
colourful designs of the handy
250ml Tetra Prisma cartons are
designed to appeal to the 16 to 30
year old bracket, as a treat for the
lunchbox or a way for busy nine-tofivers to get their five-a-day. The
ambient range also boasts a long
shelf-life of up to 12 months, which
means no waste for consumers or
shop owners.
Jason Kerr, Managing Director of
The Clever Little Drinks Company,
said: “More and more consumers are
watching their pennies, but they’re
not prepared to compromise on
value. The Smoove range ticks all the
boxes; packed with fruit, free from
artificial additives, and affordable.”
Sky’s the limit for Angel
Technology’s new low fat cream
Angel Technology, the company
that won the Queen’s award for
Innovation for its cholesterol
reducing cheese, is heading for
more success this year with its
new low-saturated fat non-dairy
cream – the first of its kind to
be sold in Tetra Pak cartons.
Launched in selected Waitrose
stores across the country in
September, Heartily Healthy is
marketed at health conscious
consumers because it contains
75% less saturated fat than
standard dairy single cream.
Available in 250ml Tetra Top
cartons which ensure product
quality is maintained, Heartily
Healthy is also an obvious choice
for green-conscious consumers
because cartons have a great
environmental story to tell. The
screw-top feature of the packaging
also makes the product easy to
open and pour.
Anders Olsson, Marketing
Director, Tetra Pak UK commented:
“Innovation is key at Tetra Pak. We’re
committed to increasing consumer
choice, so we’re always looking to
expand into new categories. This
launch will mean even more choice
for the health and environment
conscious consumer. We are also
excited to see cartons offering new
usage opportunities to consumers
of cream, as has been the case in
Europe for some time.”
Stephen May, Managing Director of
Angel Technology, added: “Angel
Technology has a good reputation for
cost competitive innovation in food,
so it made sense for us to be the first
non dairy cream product to launch
in cartons. Add the convenience of
cartons being light-weight and easy to
open, with their strong environmental
benefits, and they were the obvious
choice for us.”
You’ll already know by now, but just
in case you missed the great news;
the majority of Tetra Pak cartons
in the UK and Ireland can now use
paperboard sourced from FSC
certified forests and other controlled
sources, demonstrating our ongoing
commitment to responsible forest
This development is a first in Europe,
where a major liquid food and drink
packaging manufacturer is able to
launch such a wide-scale roll out.
This builds upon our successful
launch of an FSC-certified Tetra
Recart™ range for Sainsbury’s
chopped tomatoes, in late 2007.
This development will see supply
increase from 200 million FSCcertified packs available globally
in 2008, to over 1.5 billion packs,
in the UK & Ireland alone.
FSC (Forest Stewardship Council) is an
internationally recognised certification
system that accredits companies who
adhere to its policies on responsible
forestry and traceability of wood
fibres. Here, leading commentators
review how to make FSC more
meaningful to consumers.
Richard Hands,
Environment Manager, Tetra Pak UK
“Despite the economic downturn,
being ‘green’ still ranks high on
consumer’s agendas. But as consumer
understanding of the environment
grows, so does the public’s demand
for a more holistic view of product
“At Tetra Pak, our work with FSC has
helped authenticate our ongoing
work on renewability and shown that
cartons are made from a renewable
resource – wood. In 2007 we launched
the world’s first FSC certified carton
and our ultimate goal is to have all the
paper in our packaging certified to
this high standard.
We are keen supporters of FSC and
are working with customers to raise
awareness of certification, particularly
through labelling and promotions
such as FSC Friday. This commitment
to renewability sits alongside our
significant efforts to expand the
carton recycling network across
the country.”
Fiona Wheatley,
Brand Integrity and Sustainability
Research Manager at Sainsbury’s
Rosie Teasdale,
UK Marketing Officer at the
Forest Stewardship Council
“Recent surveys indicate that
awareness of the FSC logo is
increasing year on year. Much of the
credit for this goes to retailers like us
who have switched to FSC-certified
materials in acknowledgement of the
uniquely high standards associated
with the FSC logo.
“In recent UK surveys, 59% of
respondents claimed they would
probably or definitely choose FSC
certified products in the future, once
the concept of FSC was explained.
This confirms FSC UK’s belief that
the British consumer wants to buy
wood and paper products safe
in the knowledge that they are
not damaging the world’s forests.
The challenge lies in conveying the
message that the FSC logo gives
them this assurance.
“Recognition of the FSC logo
is increasing year on year as
manufacturers and retailers carry
out on-product labelling and
off-product promotions. FSC will be
introducing new graphic guidelines
in 2010; we hope these will help to
make the FSC label more meaningful
to the consumer, as well as make it
easier for companies to promote
the FSC status of their products in
a simple but informative manner.”
“The FSC standard has evolved
over time and is widely trusted
thanks to support from wildlife
conservation organisations like
WWF. Plus, the introduction of
‘Mixed Sources’ certification engaged
a whole new sector. Widespread
certification of packaging materials
may be next if the FSC can create
the right customer message.
Sainsbury’s would welcome this
development as a natural extension
of existing programmes to protect
forests and stop deforestation.”
Richard Hands
Fiona Wheatley
Rosie Teasdale
FSC certification is a very welcome
system for clearly identifying
timber that is environmentally and
responsibly sourced. And it’s been
extremely encouraging to see how
manufacturers and retailers have
embraced the process. As a result,
FSC has gone from strength to
strength and is now widely seen as
the only credible forest certification
system currently available on
the market.
But there is still some distance to go.
While UK consumers are increasingly
making purchasing decisions for
environmental and ethical reasons,
there are still misconceptions and
a lack of knowledge about FSC.
Information is the key to addressing
this. Manufacturers like Tetra Pak
should be praised for helping to
boost the profile of FSC amongst
their customers but more needs to
be done to ensure that the rationale
behind FSC, and the full benefits of
responsibly sourced materials, are
communicated to consumers. This will
involve manufacturers, retailers and
WRAP working together to further
promote the initiative.
The rise of the eco-blogger
There was a time when
consumers based their choices
on brand loyalty, price, selfimage and convenience.
However, since the growth in
environmental awareness and
concerns over climate change,
purchasing decisions are
becoming even more complex
and consumer expectations
of products and brands are
changing. ‘It’s no longer about
self image or simply what you
can afford. It’s about the impact
of choices on others and the
carbon footprint generated.
Green issues are now emerging as
mainstream considerations, with
average consumers becoming
increasingly interested in what’s
available to help them “do their bit”.
And thanks to social media networks
such as blogging, the environmental
voice is also becoming louder than
it has ever been using technologies
that enable word-of-mouth to spread
faster than a gossip over a garden
fence ever could. With so many
products from which to choose,
the internet-savvy consumer is relying
more than ever on the experience,
knowledge and enthusiasm of
bloggers to help guide the way.
It is therefore natural that businesses
are now engaging with bloggers as
a fundamental part of PR strategies,
especially because sufficient
investment of time can offer fee-free
advertising to effectively promote
a brand or product.
After all, what motivates many
individuals on the environmental blog
scene is simply a passion for sharing
relevant and timely information
amongst readers as well as the
responsibility for taking action to
promote sustainable choices. With
total editorial control over content,
their reward is the respect of readers
and the social dialogue that follows
as well as the increase in visitors
who value their ideas. My personal
motivation is to inspire and empower
consumers to reduce their waste
by changing shopping habits or
adopting better recycling routines
and I proactively support brands,
manufacturers and retailers who
can help make this change possible.
Some bloggers will happily provide
reviews of products for free, especially
if their blog is fairly new or supported
by advertising elsewhere, whereas
others may seek a small fee or
freebies\discounts for their visitors.
Whatever the deal, there is an
unspoken code of conduct that a
blogger with integrity will always be
clear that they have been approached
by the company whose products they
are promoting.
Independent eco-bloggers can
now be found liaising with a wide
range of businesses and organisations.
It is clear that Tetra Pak has been
working hard across the social media
scene by promoting the company’s
sustainable practices, resulting in
increased awareness of opportunities
for recycling cartons.
Establishing such an effective
presence offers benefits to blog
owners and businesses alike. Bloggers
are able to provide fresh, authoritative
and sometimes unique content for
their readers, while companies are
able to communicate directly with the
end consumer who otherwise may be
impossible to reach. Unlike traditional
media, it also allows for immediate
feedback and responsive action. Also,
unlike print, there are opportunities
for ideas to spread throughout other
blogs, as experienced by WRAP’s
Recycle Week campaign that took
place last year.
Elsewhere, Nestlé is busy actively
engaging blogs to raise awareness
of efforts to reduce packaging,
which holds significant interest to
consumers who support the emerging
trend for zero waste. From a retailer’s
perspective, Abel & Cole is an
example of a business that has
developed close relationships with
bloggers to promote its produce
delivery service, often using special
offers for blog readers as well as
freebies for the writer, but also
providing interesting material in
more ways than one.
Although independent bloggers are
becoming an established element
of PR practice, there are still lessons
to be learned. Engaging influential
eco-bloggers is most effective
when communications are based
on relationship marketing rather
than direct marketing models, which
could be considered as intrusive
spam especially by bloggers who
hold a high value on their time.
And it’s not just blogs that provide
the opportunity for promoting your
message. There’s also the emerging
power of Twitter that allows content
to reach the modern day chattering
classes within minutes. So if you
happen to find the support of
an eco-blogger who is also well
established on Twitter, you could
have a much wider audience at
your fingertips.
Karen Cannard
The Rubbish Diet
Finalist: 2009 MediaGuardian
Awards for Innovation.
Independent Media Category
Useful sources:
Best Green Blogs directory:
Twitter www.twitter.com
Wefollow, Eco twitter directory:
The importance of recycling cannot be squashed
By Fay Dashper, Recycling Manager,
Tetra Pak UK
I think the environment should
be included as part of our national
security. Defence of our resources is
just as important as defence abroad.
Otherwise, what is there to defend?
So our team salaries may not quite
match those of Hollywood actor
and environmentalist Robert Redford,
but we certainly share his vision. 2009
was a challenging and busy year for
environmentalists, from concerns
at the start of the year around the
stability of the waste re-processing
market, through to the 10:10 Guardian
campaign and the Copenhagen
Here in Wrexham, we’ve been similarly
busy playing our part: growing the
hugely-expanded carton recycling
infrastructure around the UK and –
just as importantly – engaging directly
with parents and kids to ensure
even more juice and milk cartons are
heading into the recycling streams.
local residents to recycle, whilst some
Local Authorities have introduced
cartons into their ‘on the go’ street
recycling collections. When combined
with our carton collection service for
schools and businesses this creates
even more efficient ways to recycle.
It’s the efficiency message we’ve
been pushing to the keen recyclers all
year: squash your cartons before you
recycle them and fit at least three
times more into your recycling bin!
But, of course, our recycling
commitments for 2010 reach further
than ‘squash’. We’ll continue to work
with our industry body, ACE UK, to
encourage the remaining Local
Authorities to switch to kerbside
collections and help consumers to
realise how easy it can be to recycle
their used cartons.
How do you squash yours?
That’s the question we asked the
nation in 2009 via our YouTube
competition. Thanks to national,
regional and online coverage,
local events and photo-shoots
with Local Authorities, we received
some fantastic video entries of
the most imaginative ways people
squash their cartons before
recycling. From a dancing
Scotsman, to a Power Ranger using
his secret powers, to cartwheels
and arm wrestles on cartons,
every squash counted! The winner,
seven year old Niamh Arthur, was
announced in December following
a public vote. Her ‘On your bike’
squash video proved to be the
national favourite.
Niamh and her squashed carton
As 2010 begins, 349 Local Authorities
are now collecting cartons for
recycling; that’s 86% of the UK. Even
better, one in five Councils have now
introduced cartons into their kerbside
collections, making it even easier for
The Courtauld Commitment was
launched in 2005 by WRAP, in
conjunction with leading UK
grocery retailers and the British
Retail Consortium.
The commitment marked a radical
departure in tackling packaging
waste, largely because it was voluntary
in nature and has seen the number of
participating organisations snowball.
There are now over 40 signatories,
including major retailers such as Tesco
and Sainsbury’s as well as food and
drink companies such as Coca Cola
and Cadbury’s.
The signatories commit to working
closely with WRAP to develop ways
of tackling waste across the supply
chain. The aim is to reduce the weight
of packaging, increase the amount
of recycled content and increase
recyclability. It has already reached
its initial target of phasing out
packaging waste through design and
is widely seen as a great success.
But with the current agreement due
to expire this year, a new agreement
is likely to be put in place very soon.
The focus of the new Courtauld
Commitment will move with the times
– the challenge is to tackle carbon
footprinting and media speculation
has focused on the role recycled
content could play in assessing
packaging’s environmental impact.
While Tetra Pak warmly welcomes
the shift of emphasis onto carbon –
and the use of recycling as a way
of measuring success – we view
renewability as the missing piece
of the jigsaw. We believe the new
Courtauld Commitment requires a
more sophisticated view of measuring
environmental impact of packaging –
including consideration of the full
lifecycle of a product.
Tetra Pak has been working hard to
raise awareness of renewability both
among consumers and with policy
makers. We are keen to see the
importance of renewability reflected
across all environmental policy
initiatives – from the Milk Road Map
to Defra’s Packaging Strategy.
Rupert Maitland-Titterton,
Environment and Communications
Director, Tetra Pak UK & Ireland
What was Copenhagen
targets and funding for poorer nations
to limit greenhouse gases.
What was achieved?
What was it?
The UN Climate Change Conference
took place in Copenhagen between
7 and 18 December 2009, with the
ultimate aim of cutting greenhouse
gas emissions.
The journey to Copenhagen was
long and at times slow: the Kyoto
protocol was a significant step
forwards with initial targets; the
Bali Road Map set up a “framework”
for climate change mitigation and
the aim at Copenhagen was to fix
ambitious new targets.
What did it seek
to achieve?
The fundamental aim of Copenhagen
was to create a new treaty to follow
the Kyoto protocol, which expires
in 2012. The hope was that the
summit would create new targets
for industrialised nations to reduce
carbon emissions, with tailored
The conference was the subject of
some bitter disputes, particularly
between developed and developing
nations. On the positive side, a small
number of nations – including the
US and China – signed the nonbinding Copenhagen Accord to
curb greenhouse gas emissions
and hold the increase in global
temperature below 2C. The Accord
also made $100bn a year available
to developing countries.
However, the conference failed to
deliver a legally binding deal or any
commitment to reach one in future.
What does it mean
for business?
There was much debate about
how the conference would impact
on UK businesses. The most obvious
area was regulation, with a global
deal leading to changes to a host
of regulatory tools – from the
emissions trading scheme to
Producer Responsibility Notices.
However, failure to reach agreement
led business groups to denounce
Copenhagen as “a missed
opportunity”. The most immediate
impact was a dramatic fall in the
price of carbon, although the wider
consequences are yet to be felt.
What do we think?
Tetra Pak wanted to see the creation
of ambitious new targets as a means
of challenging businesses to become
greener. However, we felt it vital
that targets were set in a strong
international framework, in order
to provide clarity for business.
We believe that tackling climate is
important for everyone – that’s why
we are working as an integral part of
WWF’s Climate Savers programme.
This requires us to set ambitious
targets for reducing our emissions,
even as we grow as a business.
Tetra Pak continues to work with
its customers and partners to raise
the issue of climate change.
Tetra Pak cartons… quite literally a
world of possibilities. In the UK we
know and love milk, juice, and even
chopped tomatoes and wine in a
variety of Tetra Pak formats, but the
possibilities don’t stop there. Here
are some of the most innovative and
unusual from around the world, but
we’d love to hear your favourites
you’ve spotted on your travels…
1. Bozita paté with minced beef
for dogs (Sweden)
2. Feta/Istanboli cheese (Egypt)
3. Gatorade orange sports drink
4. Natural mineral water (Netherlands)
5. Gin (Mozambique)
Ian Williamson
Retail Manager
One in five
councils now
recycle at kerbside
The number of Local Authorities that collect beverage
cartons at kerbside has risen to one in five.
Cambridge City Council is the latest in a series of
Local Authorities which have followed the success of
carton recycling bring banks by introducing kerbside
collection, making it even easier for residents to
embrace carton recycling. Residents can simply place
their empty cartons into household recycling boxes
or sacks for collection.
Fay Dashper, Recycling Operations Manager at Tetra
Pak, commented, “By enabling cartons to be recycled
though kerbside collections, councils like Cambridge
City are now at the forefront of recycling efforts in the
UK. They are helping their residents to recycle even
more of their cartons, more easily. We and our industry
partners are committed to increasing the level of carton
recycling in the UK and our work with local councils
across the country takes us and people living in these
areas one step closer to achieving that.”
Since April 2007, the UK carton industry has made
significant funding available to help Local Authorities
interested in starting up carton collection schemes in
their area. Since the introduction of carton recycling
schemes across the nation by Tetra Pak and the Alliance
for Beverage Cartons and the Environment (ACE UK),
cartons can now be recycled in 86% of UK Local
Authority areas, and one in five Local Authorities
now collect cartons at kerbside.
You can read and download
Tetra Pak News at www.
Tetra Pak (UK) Ltd
Bedwell Road, Cross Lanes,
Wrexham LL13 0UT, UK
Telephone +44 (0) 870 442 6000
Fax +44 (0) 870 442 6001
Email: [email protected]
Tetra Pak (Ireland) Ltd
5th Floor, Tuansgate,
Belgard Square East, Tallaght,
Dublin 24, Ireland
Telephone + 353 (0) 1 4678000
Tetra Pak, Tetra Brik, Tetra Classic,
Tetra Prisma, Tetra Recart, Tetra Rex,
Tetra Top and Tetra Wedge are
Trademarks belonging to the
Tetra Pak Group.
Cert no. SGS-COC-0620
Printed digitally without the use of film
separations, plates and associated
processing chemicals. All the electricity
used in this production process was
generated from renewable sources
and any paper waste is recycled.
Beacon Press is accredited with ISO 14001 and
registered to EMAS environmental management
systems. The company is CarbonNeutral®
and has been awarded The Queens Award
for Enterprise: Sustainable Development.

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