# Recyclable Produce Packaging Partnerships Reflex Group and Marks & Spencer Partnered on Packaging By Michael Hemsworth | Published 2026-07-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/reflex-group-and-marks-spencer References: [foodbev](https://www.foodbev.com/news/reflex-and-m-s-launch-recyclable-punnet-for-premium-fresh-produce) & [reflexlabels](https://reflexlabels.co.uk/general/introducing-the-infinity-punnet-a-smarter-way-to-showcase-premium-fresh-produce/)  The Reflex Group and [Marks & Spencer](https://www.trendhunter.com/trends/cheese-block-packaging) have announced a new partnership that's focused on a new packaging format that's intended to improve product visibility for fresh produce. The partnership sees the Infinity Punnet from Reflex highlighted, which features a clear window across the top and down to the side to maximize the visual experience for shoppers. The packaging will thus contribute towards improved on-shelf visibility, while its OPRL-compliant design and [recyclable profile](https://www.trendhunter.com/trends/jindal-films) maximize its modern appeal. The packaging is being used by [M&S](https://www.trendhunter.com/trends/marks-spencer-1) for four tomato varieties in 220-gram and 360-gram formats with additional produce ranges expected to utilize the packaging. The Reflex Group and Marks & Spencer partnership spotlights the continued shift towards premium packaging with a sustainable edge as brands seek to satisfy changing shopper preferences. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 51% | Activity: 51% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Transparent Recyclable Packaging:** Clear-window formats merge product visibility with curbside-friendly materials, creating space for premium shelf presentation without sacrificing sustainability credentials. - **Premium Sustainable Produce:** Fresh produce brands are increasingly using elevated recyclable packs to signal quality, freshness, and environmental responsibility in a single shopper-facing experience. - **Compliance-led Design:** Packaging aligned with recycling labels and disposal standards offers a pathway for retailers to reduce consumer confusion while differentiating private-label goods. ### Industries Being Reshaped - **Grocery Retail:** Supermarkets gain new merchandising potential from produce packaging that improves visibility, supports sustainability targets, and enhances perceived product value. - **Packaging Manufacturing:** Material suppliers and converters can reshape category standards through recyclable structures that balance transparency, rigidity, printability, and operational scalability. - **Fresh Produce:** Growers and distributors benefit from pack formats that protect delicate items while presenting freshness cues more effectively across premium and everyday ranges. ## Related on Trend Hunter - [Recycled Plastic Candy Packaging](https://www.trendhunter.com/trends/berry-global-group-and-mars.md) - [Recycled Side Tables](https://www.trendhunter.com/trends/reup.md) - [Recyclable Apple Packaging Initiatives](https://www.trendhunter.com/trends/superfresh-growers-1.md) - [Sustainable Packaging Options](https://www.trendhunter.com/trends/vetroplas-1.md) - [Recycled Plastic Condiment Packaging](https://www.trendhunter.com/trends/plastipak-and-kraft-heinz.md) - [Low-Carbon Fiber-Based Packaging Solutions](https://www.trendhunter.com/trends/blue-ocean-closures-paperplug.md) - [Paper-Based Tomato Packaging](https://www.trendhunter.com/trends/flavourfresh-and-paranova.md) - [All-Red Tomato Rebrands](https://www.trendhunter.com/trends/pomi.md) - [Reusable Packaging Supermarket Trials](https://www.trendhunter.com/trends/amcor-and-ocado.md)