Waitrose promises sustainable packaging innovation by extending its plastic recycling collaboration with Polytag into a UK-wide scheme. With this extensive partnership, Waitrose becomes the first major supermarket to have built-in, transparent recycling tags at scale. This has been registered on plastic packaging, with its own label, Fresh Milk space. The trial follows this initiative declared this year.
The Head of Packaging Design and Delivery at Waitrose, Denise Mathieson, said, “We are dedicated to mitigating our impact on the environment and searching for innovative solutions to enhance the recyclability of our packaging. Joining hands with Polytag Ecotrace Programme is a crucial step towards improving our ability to learn, understand, and track the path of our plastic packaging post-consumption.”
Recycling is a new, meaningful trend in the packaging world. With Waitroses extensive agreement, the new and existing brands have been inspired and have gained trust in the Polytag and Waitrose breadth across the UK-wide scheme. Recyclability has brought unsaid promises into action in favor of the environment. The UK-wide scheme is shaping and nourishing the future of the sustainable packaging market, with collective efforts from initiatives driving the best waste solutions into the market.
Denise added, “By accelerating Polytags technology, we will achieve an unprecedented dive into how our packaging is recycled. This will enable us to make the best-informed decision that will contribute to the circular economy.”
CEO of Polytag, Alice Rackley, in her post related to global deployment, said,
“It absolutely buzzing. Polytag is scaling and lives throughout the Waitrose and Partners. For individuals who think, if its worth cleaning the milk bottles and recycling, then go for it, keep going. With Polytags help, UV tag detection networks have been rolled out across the UK. With this, we are allowing brands such as Waitrose and Partners to prove confidently at the barcode stage, trusting their customers are good at recycling.”
Denise added, “These efforts will suit our latest sustainability projects and reinforce our commitment to alleviating single-use plastic waste. We are thrilled to partner with Polytag and various other retailers to bring valuable change at an industry stage and infinitely boost a more effective and visible recycling system in the UK.”
26 January 2026
26 January 2026
23 January 2026
23 January 2026