Purina has begun a yearlong pilot in the Netherlands of recyclable flexible plastic packaging for wet pet food – a first of its kind in the pet food industry.

The innovation has been first introduced under the Felix brand and is a part of Purina’s commitment to introducing reusable or recyclable packaging on all of its products by 2025.

In an industry first, the new pouch addresses a key challenge – to simplify plastic structures in order to make them recyclable, without compromising on the functionalities of food-grade packaging.

The pouch can be used throughout the heating and sterilisation process at factory level, guaranteeing product quality. It is made of Polypropylene (PP), allowing the pet food pouches to be lightweight and recyclable while being high hear resistant and equipped with the appropriate product barrier properties.

PP can be recycled in existing plastic recycling streams like the one in the Netherlands, where the pilot is taking place.

The pouches will be sold in a fully recyclable cardboard box, made of 80 per cent recycled paper and containing six Beef and six Chicken pouches.

Nestlé Purina Petcare EMENA CEO, Bernard Meunier, explains the company’s commitment to both pets and the planet.

“We want to contribute to creating a world where pets and people can thrie, and initiatives like this support our goal of offering food that is good for pets, and the planet.

“This latest innovation on Felix pouch is a significant step forward in our drive to deliver recyclable or reusable packaging on all of out products by 2025.”

Further rollout plans will be assessed and communicated following the consumer response to the pilot.

As well as reducing the complexity of packaging, Purina is also exploring innovations including new paper-based materials and piloting reusable packaging systems where customers can bring their own containers to fill with dry pet food.

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