The new Kingsmill 50/50 No Crusts bread bag is being launched by the brand in the UK to help take an eco-focused shift towards alternative packaging materials. The bread packaging is made using 30% advanced recycled content, which will see the transition made over the course of the next 12 months. The updated packaging will reportedly remove 750,000 bags from the brand's supply chain during the trial run.
Joint Managing Director Chris Craig spoke on the new Kingsmill 50/50 No Crusts bread bag saying, "We are committed to finding solutions that tackle the plastic waste challenge. This involves everything from investing in innovative solutions like the UK’s first bread bag featuring recycled content, to encouraging everyone to recycle their bread bags by returning them to larger supermarket stores. Around 25 million bread bags are used in the UK every week, meaning consumers potentially get through up to 1.3 billion bread bags a year. Being able to funnel these bread bags back into the circular economy would help create a more sustainable future for the bread aisle and our planet."