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
Hit our target of 100% recyclable packaging across all our brands in December 2022, which was three years ahead of the target we had set.
Added a Navilens code to our packaging, to help those who are partially sighted to navigate the supermarket aisle more easily.
Changes in our packaging configurations since 2020 have reduced our carbon emissions by 9.2% as a sales weighted average across all the material used.
*Farm office situated within 50 miles of Weetabix Mills
Investigating the potential to slim down Weetabix cartons and cases to reduce carbon emissions through the material savings we achieve.
Working to make better use of the space in our warehouse, fill our pallets more effectively and double stack them to fit more products into lorries, reducing miles travelled and saving carbon emissions.
Trialling carton flap designs that reduce material and glue as we continue to reduce the carbon footprint of our cereal boxes.
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.