Smoothie and frozen fruit brand, Pack’d, has launched a curbside-recyclable flexible paper film packaging for some of its products.

The move to paper film is in response to customer feedback in favour of plastic-free packaging but concerned about the practicality of storing bulky cardboard cartons. The flexible paper bags are “scrunchable” for busy freezers and eco-friendly as they’re fully recyclable with normal card and paper recycling.

Alex Stewart, CEO and co-founder of Pack’d, said: “We’re proud that this will be one of the first frozen packs in curbside recyclable paper anywher in the world. For us curbside recyclability is everything, otherwise we’re just passing the buck to our customers and giving them an extra task…We’re on course to be completely plastic free in 2023 and so far we’ve managed to remove 13.6 tonnes of plastic per year from our supply chain.”

Pack’d’s organic vegetable range packaged in the new paper bags is available to buy from Ocado or on the brand’s website.