Mash Direct launches on-pack eco traffic-light system

By David Shrimpton in Chilled 11th September 2021

Mash Direct, the vegetable accompaniments brand, has partnered with non-profit organisation Foundation Earth to launch a new line of ecological packaging designed to help shoppers make more sustainable choices.

The packaging displays a traffic light system of how ecologically sustainable the product is and gives an overall grade to provide an at-a-glance score.

Several companies, including Mash Direct, have signed up to the pilot scheme.

The scores will initially be shown on five Mash Direct SKUs: Mashed Potato, Champ, Carrots & Parsnips, Mashed Turnip/Swede, and Colcannon/Bubble & Squeak.

The brand aims to roll out the packaging to other products next year.

Mash Direct chief executive Jack Hamilton said: “Introducing the Foundation Earth scoring system packaging is a hugely important step in our commitment to providing full transparency to our customers and increasing our brand’s sustainability.”