Masterfoods in Australian first with Easysnap’s paper-based squeeze-on packs

Masterfoods has introduced new paper-based squeeze-on packs in an Australian first.

Australia’s favourite tomato sauce brand, MasterFoods, is trialling the paper-recyclable single-serve tomato sauce packs – using 58% less plastic than the original packaging – which can be recycled via traditional kerbside recycling.

The MasterFoods Recyclable Squeeze-On Tomato Sauce packs are made in Mars Food & Nutrition’s manufacturing site in Wyong on the Central Coast.

Masterfoods said the innovation is the result of five years of research and development trials with $3m invested in the project so far.

The brand said a priority was to “ensure that Tomato Sauce lovers should still be able to hold a pie in one hand, and their sauce in the other”. To use, simply find the icon ‘this side up’ on the pack, pull the ends towards you, fold and squeeze.

After use, consumers can now put the empty paper-based pack in a recycling bin instead of general waste.

General manager of Mars Food & Nutrition Australia, Bill Heague, noted  that the trial of paper-based MasterFoods Recyclable Squeeze-On Tomato Sauce packs “marks another important milestone in Mars’ sustainability journey”, and demonstrates the role the food industry can play in working towards a circular economy.

“Currently, over 240 million of our MasterFoods Squeeze-On packs are used each year – that’s nine packs for every Australian,” he observed. “We know that as we work towards more sustainable packaging, it’s important that we understand how it performs in market – with consumers, customers and through the packaging value chain.”

The trial will allow Masterfoods to better understand how the new paper-recyclable squeeze-on performs so it can take the learnings forwards.

“If we transition our full portfolio to this new format over time, Mars Australia would be set to eliminate around 190 tonnes of plastic from our value chain a year,” Heague added.

The trial has been designed in partnership with APCO – the Australian Packaging Covenant Organisation – and will allow MasterFoods to collect important data on the performance of the new pack, including how to best educate consumers to recycle the product after use.

Chris Foley, CEO of APCO said MasterFoods Recyclable Squeeze-On Tomato Sauce packs are a prime example of innovation within the food industry to meet packaging targets.

“By focusing on real-world testing, this trial will help ensure the packaging can be effectively recycled post-consumer use,” Foley added. “We look forward to seeing the results and continuing to support their efforts in achieving the best environmental outcomes for their packaging.”

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