Pillar 2
The improvements we make to the way we package our products for both transport and sale to consumers have an important role to play in helping us minimise waste, improve recyclability and lower our overall carbon footprint.
How we develop, market and package our products is a key area of focus. 2024 saw us add a Navilens code to our packaging, to help those who are partially sighted to navigate the supermarket aisle more easily.
We believe better breakfasts create better lives, which is why we provide clear information on our product packaging to help consumers make informed decisions about what they buy and eat.
We took the opportunity of a new pack design last year to include the fact that we use home grown British wheat for all our Weetabix Original on pack alongside profiles of many of the farmers within our Growers Group.
A QR code allowed consumers to learn more about the journey their Weetabix makes from field to spoon and the efforts this group puts into the protection of the environment and wildlife. In April 2024, nearly 1,000 consumers scanned this code.
We have also worked with our Growers Group to host farm visits for buying teams from major supermarkets such as Asda and Aldi. These help them see the Weetabix Way first hand, and experience our commitment to making tasty, nutritious products in more sustainable ways.
On the front, we have updated our messaging to champion the fact Weetabix is made from homegrown British wheat, sourced within a 50-mile radius* of our Northamptonshire factory.
On the back of packs, we are profiling some of our Growers Group farmers and information about the great work they do in protecting the environment and wildlife. Consumers can also be able to scan a QR code to learn more about the journey Weetabix makes from seed to spoon.
In addition to information on provenance, we have also introduced the NaviLens label on the front of our Weetabix Original packs for the first time. Developed by the Royal National Institute for the Blind (RNIB), the label can be used by visually impaired consumers with the help of a smartphone app to identify products more easily on shelf in retail stores.
*Farm office situated within 50 miles of Weetabix Mills
Exceeded our plastic reduction target, achieving a 19% reduction in plastic packaging against a 2022 benchmark.
Reduced the carbon footprint of our packaging by 13%, well on track for our 15% reduction target.
Launched our Wheat Traceability programme on Weetabix Original packaging, allowing consumers to trace their breakfast back to the growers.
Successfully trialled packaging changes at our Corby plant, achieving a 40% reduction in its carbon footprint.
*Farm office situated within 50 miles of Weetabix Mills
Working to return to 100% recyclable packaging by 2026 by testing a newly engineered paper wrap.
Extending the successful packaging trial from our Corby plant to our main production lines in Burton Latimer.
Continuing to work towards our target of a 15% reduction in the carbon footprint of our packaging by 2030.
"By successfully introducing new recyclable films to our packaging over the past year, we have made sure there is no compromise on product freshness, meaning that our consumers can be confident of the same great Weetabix quality and taste whilst knowing they are using their purchasing power for the good of the planet."
A QR code allowed consumers to learn more about the journey their Weetabix makes from field to spoon and the efforts this group puts into the protection of the environment and wildlife.