THE COOL CLUB
A first-to-market in the frozen category, The Ice Co is to debut its 100% recyclable bags for its Super Cubes & Spring Water Ice Cubes products.
Here at The Ice Co we’ve been breaking boundaries in the frozen category, having developed a more sustainable alternative to widely used plastic bags. Our Super Cubes & Spring Water Ice Cubes’ bags are certified as ‘100% recyclable as paper’, believed to be a UK first in the frozen aisle.
We recognised how consumers are becoming more focused on sustainability, and how much this can impact their decision making. This insight led the product development, with the resulting ice cube bags being fully recyclable, along with paper – a truly ground-breaking innovation in the frozen category. We are confident that the NPD is something that will resonate with shoppers looking for greener product and packaging alternatives.
Polly Metcalfe, Managing Director at The Ice Co., commented:
“We are really excited to be bringing The Ice Co. recyclable paper bags to market. This innovation means that as a business we can have a lesser impact on the planet. On average around 80% of paper is recycled in the UK, compared to just 40% of plastic, so being first to debut and test this is really important to us. I believe we’re pioneers of this in the frozen category. Hopefully a lot of brands will follow suit and we can lead the way to a more sustainable future.
“We urge retailers who want to trial this to contact us, too. Not only does the plastic-free packaging have benefits for the consumer, but for retailers, it’s a superb social and corporate responsibility initiative, and a clear way to work towards the Global Climate Change Agreement.”
We have also now completed Stage One of our wider sustainability drive, which saw us switch to 100% green and renewable energy. Stage Two’s goal to ‘reduce, remove, and eliminate’, has already begun and we have reduced our plastic packaging by 30%, which in-turn sparked the innovation for the new paper packaging.
The limited-edition packaging launched with our Spring Water Ice Cubes at the Co-op Glastonbury Festival store!
