Australia’s most iconic freezer-aisle brand Birds Eye has announced its commitment to sourcing Post-Consumer Recycled (PCR) material as part of its broader sustainable packaging journey, commencing with plastic steam bags.

This year, three products across Birds Eye’s Steamfresh Vegetables (750g) range will consist of 22 percent recycled content within the steam bags, with plans for a broader roll-out in coming years. The move towards PCR plastic is pioneering for the frozen vegetable category and a big development for the freezer aisle at large.

The updated packaging will also feature a QR code directing curious consumers to a short video communicating the brand’s sustainability credentials and ongoing commitment to supporting a circular economy.

Birds Eye’s Senior Director of Marketing (APAC), Katie Saunders, says while the introduction of PCR is a starting point in the business’ long-term plan to decrease the use of virgin plastic, it’s a positive step forward for the brand and the entire freezer category.

“We recognize consumers and retailers are increasingly seeking sustainable packaging solutions without compromising on quality and convenience. We share this desire to do more with less and to operate to the highest sustainability standards. Our move to incorporate 22 percent recycled plastic into our Steamfresh 750g inner bags ensures Australians can now extend their eco-conscious purchasing behaviors to the freezer aisle.”

“The incorporation of recycled material across our Steamfresh inner bags means 4.6 tonnes of virgin plastic will be eliminated annually, which is something we’re really proud of,” says Saunders.

In 2023, the brand further removed 15 percent virgin plastic from the SteamFresh (750g) outer bags, and from 2026 hopes to have access to locally collected and processed PCR, aiming for a minimum of 30 percent PCR incorporated into the range.

“This is another positive step in our mission to support a circular packaging economy. We’re committed to sourcing more Australian PCR content as it becomes available, expanding its inclusion across the Birds Eye range,” says Saunders.

The update follows an initiative in 2021 that saw Birds Eye refresh all its outer packaging bags to a more sustainable structure, moving from laminate to a recyclable mono-material to ensure the packaging can be recycled where facilities are available.

The first Steamfresh vegetable products to feature recycled plastic will be phased into all major retailers and supermarkets across Australia from mid-April.