Highland Spring launches Eco Pack using Coveris' Duralite R film

The next generation 100 percent recycled and fully recyclable Duralite R shrink film supports the Highland Spring Group’s’ journey to using entirely recycled materials across its packaging portfolio. The multipack launched in January and is being trialed at 270 Sainsbury’s stores across the UK. 

Coveris’ fully recyclable Duralite R polyethylene film features entirely recycled content comprising 50 percent post-consumer recyclate (PCR) and 50 percent post-industrial recycled material (PIW). Supporting a circular economy for plastic packaging, the 50/50 blend of recycled content achieves a 54 percent carbon footprint reduction compared to virgin materials. Highland Spring’s Eco Pack is the first significant brand launch using the Duralite R range.

Simon Oldham, chief commercial officer at Highland Spring Group, said: ‘We want consumers to understand that plastic is a valuable resource that should not be treated as waste. We are taking a holistic approach to our packaging and want to create a truly circular plastics economy in the UK to ensure these materials stay in the loop.

‘That’s why we are delighted to introduce our next generation 100 percent recycled shrink wrap, which is a significant step forwards in ensuring all our packaging uses recycled materials and is designed in a way that makes it easy for consumers to embrace positive plastic behaviors.’

‘Coveris has been able to support Highland Spring Group’s forward-thinking approach to packaging sustainability with the development of our innovative, next-generation Duralite R shrink film,’ added Tim Frost, Coveris Louth sales director. ‘Through our No Waste strategy, Coveris is focused on a sustainable future for plastic packaging by the advancement of high-quality recyclable materials, innovative use of recycled content and No Waste operating model.’

In November 2020, Duralite R was awarded Flexible Plastic Pack of the Year in the UK Packaging Awards for achievements in carbon footprint reduction, innovation in recycled content, and development of sustainable plastic packaging.