five:am says it’s leading a “transformational charge” in the market with a “groundbreaking” shift to more sustainable paper-based packaging.
The brand is currently rolling out paper-based tubs for its yoghurt range, said to be a first in the segment.
The new paper-based tubs and lids are made from 90% responsibly sourced paperboard, with only a thin layer of plastic lining to ensure the quality of five:am’s organic yoghurt. With this packaging, five:am’s goal is to remove over 100 tonnes of virgin plastic from its packaging each year.
The shift to paper-based tubs is said to be the result of “painstaking” research and development.
“Filling yoghurt, a liquid product, in paper-based packaging presents unique challenges, requiring extensive R&D to ensure it maintains its freshness and quality throughout its shelf life,” says the brand.
five:am CEO Chris Elliott says the brand is pioneering a movement to reduce plastic packaging by replacing it with more sustainable paper-based tubs.
“This is a monumental step forward for us and the industry,” he says.
“Our all-natural organic products were already recognised as some of the best on the shelf at the recent DIAA Australian Dairy Product Competition, and now, with our new and more sustainable packaging, we’re raising the bar even higher.
“We identified this gap in the market and are setting a new benchmark.”
five:am says the innovation comes at a time of “impressive” growth and consumer support. The brand has achieved double-digit growth in sales over the past six months and as a result Coles and Woolworths have recently doubled their distribution of five:am products.