Selfridges has introduced a new sustainable plastic alternative across its festive food this year - specifically on its own brand range - making it now 100% plastic-free.
Found in products like their mince pies, and their Christmas cakes, the plastic that is used in the packaging of Selfridges' range has been replaced by what is either recyclable card or NatureFlex - a home compostable cellulose film. This NatureFlex product, according to the manufacturer Futamura, both looks, feels and behaves like plastic, but it instead derives from renewable, responsibly sourced wood pulp, and is made locally in Cumbria. This plastic alternative was introduced following Selfridges' research it conducted into consumers' attitude towards packaging, back in October.
This survey discovered that not only were 82% of consumers concerned about the environmental impact of plastic food packaging, but almost two-thirds (64%) were concerned about the impact of Christmas, specifically the toll it takes on the environment. On top of this, more than half (56%) consider the amount of packaging there will actually be when buying their food.
Daniella Vega, Selfridges' Director of sustainability, has commented, "We know our customers share our concern for the environment and we're continually looking at ways in which we can address the sustainability of our products. This includes reducing our plastic use and introducing more sustainable products and packaging."
Selfridges has also introduced a few other sustainably-minded initiatives this Christmas - it's own-brand range now includes nine new vegan Christmas favourites, in an attempt to meet consumer demand for plant-based foods, and as of December, all of its products are palm-oil free.
Looking to the future, Selfridges will be rolling out NatureFlex to a selection of its all-year-round biscuits and cakes.
