The “world’s first” paper margarine tub is now available in UK supermarkets, as the new Flora packaging will be available in the UK across 386 Sainsbury’s stores from 17 April.
The move comes amid a major push by brands and retailers to cut plastic packaging.
Earlier this year, it was revealed supermarkets face a ban on plastic packaging for some fruit and vegetables under new rules that will force them to sell more fresh produce loose.
The Flora tubs, which have already been rolled out in Austria, are made from compressed wet paper fibres, and are completely oil and waterproof.
The entire tub can be recycled as paper and cardboard household waste, as there is no plastic liner included.
Flora maker Upfield is hoping to cut plastic across its portfolio by 80% by 2030.
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At Sainsbury’s, the tubs will be available across its Flora Plant B+tter Spreadable product – which launched last year and claims to be made with natural ingredients as well as being 100% plant-based, dairy-free and palm oil free.
Ian Hepburn, marketing director UK, Upfield, said: “We know UK shoppers want products that have less climate impact but are unsure how to do this easily.
“We launched Flora Plant last year and now we’ve gone one step further by bringing world-first packaging innovation to UK supermarket shelves, helping shoppers to make simple sustainable swaps.
“Flora has been a staple of British kitchen cupboards for over six decades thanks to our commitment to constantly listen to our customers and evolve our products in tune with their demands.”
Upfield is set to replace two billion plastic tubs by 2030 with its first plastic-free and recyclable packaging for its plant butters and spreads.
