To align with the company’s core sustainability values and responding to accelerating consumer demands, Whitworths sought packaging that would be easily recyclable, visually appealing, and high quality.
Collaborating closely with the Whitworths team, Eco Flexibles stepped up to the challenge by designing a flexible packaging design that ticked all the boxes. As a full end-to-end packaging development partner, the Eco Flexibles team guided from concept to completion, including all research, design, testing and accreditation steps.
The primary material of choice was a monopolymer Polypropylene (PP) film, a versatile and high-performance material capable of fulfilling various functions within a single layer. Unlike conventional flexible packaging that involves multiple materials and adhesive layers, the monopolymer structure delivered superior barrier functionality, an outstanding graphics performance, as well as ease of recycling. The material used meets the OPRL guidelines for mechanical recycling, and in addition, Eco Flexible holds British Retail Consortium (BRC) Packaging Materials Grade AA accreditation for ethical sourcing and manufacturing.
Demonstrating how meaningful sustainability takes a comprehensive business approach, Eco Flexibles leveraged its expertise in manufacturing innovation by utilising water-washable Fujifilm Flenex-FW flexo plates at the prepress stage. This future-ready flexographic technology eliminates harmful VOC solvent washout from prepress and can be processed faster, and at lower temperatures, than conventional solvent flexo plates. As a result, the technology can help brands further reduce their overall pack carbon footprint.
The result was a resounding success – the Whitworths Fusion packaging range delivers visual punch and matches the brand.
The pack embodies both sustainability-focused design and performance, offering a range of benefits and the primary material, monopolymer PP, is fully recyclable in most modern waste streams.
By eliminating the need for multiple layers and adhesive tie layers, the packs become much easier to sort and recycle, significantly reducing the environmental impact of the packaging by ensuring that it can be recovered and does not end up in landfill, supporting the circular economy and waste reduction initiatives.
For consumers, the easily recyclable nature of the packaging provides convenience, minimises the risk of food waste, and sits aligned with their environmentally conscious purchase decisions.
Mark Oaten, Packaging Innovation Manager at Whitworths:
“Having worked with Eco Flexibles on projects previously, we knew they truly understood our vision for the Fusion range. While developing our new product line, it was clear that the packaging needed to combine recyclability and circular economy principles with the performance and quality that consumers expect from our brand.
The process was made simple, and the result is a design that is looks great on shelf and can help close the packaging loop with simple, actionable steps.”
Simon Buswell, Director at Eco Flexibles:
“For our growing business, the Whitworths Fusion project exemplifies our commitment to making packaging sustainability simpler and more value-adding. Our business is comprised of experienced packaging industry professionals, we know the common sticking points for brand owners, as we’ve walked in their shoes.
By leveraging our expertise, we have created a solution that aligns with both Whitworths’ brand values and the growing consumer demand for recyclable packaging. Through innovative monomaterials, a unique manufacturing network and expertise in accreditation and testing, we demonstrate that sustainability can be integrated into flexible packaging without compromising on quality.”