Asian-inspired retail and grocery brand Itsu has swapped the packaging for its instant Udon’noodles to K3 packaging from Greiner Packaging UK and Ireland.

The K3 packs feature a lightweight PP plastic cup wrapped in a removable cardboard sleeve which features a patented tear-tab so that consumers can easily and intuitively separate the materials to enable recycling.

Katrina Burrows, packaging change manager at Itsu Grocery, said: “Our Udon’noodles were previously packaged in a cardboard pot, which was double-laminated, and therefore non-recyclable. It also had a plastic lid, which was recyclable, but made from virgin plastic. Plastic packaging is negatively perceived by consumers, particularly if it is not made from recycled plastics. By moving to a widely recyclable foil lid, the negative connotations are removed, and it is clear to the consumer that it is easily recyclable.”

The switch to the Greiner packaging meant instructions were also better placed: “We have used the printable reverse of the wrap to clearly indicate to consumers where to fill the boiling water to (as part of the preparation instructions). Previously, this had to be on the outside of an opaque cup and the fill-level was difficult to judge.”

Rachel Sheldon, Greiner packaging sustainability and innovation manager, said: “This was our first project with Itsu and it was clear from the outset that they were on a mission to improve their sustainability story. The K3 pack therefore represents a perfect solution as it is fully recyclable and uses less plastic.”

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