‘World’s first’ paper containers from margarine brand Flora are now available in the UK for the first time

The ‘world’s first’ paper margarine tub – launched by Flora earlier this year – is now available in the UK.

The plastic-free packaging will be available in 386 Sainsbury’s stores across the UK from 17 April.

The new containers are made from compressed wet paper fibers and are completely oil and waterproof.

No plastic lining is included, which also means that the entire tub can be recycled as household paper and cardboard waste.

The move comes as food company Upfield – which owns the Flora brand – aims to ‘reduce plastic across its portfolio by 80 per cent by 2030’.

The packaging has already been successfully rolled out in the East and follows “four years of dedicated innovation from Upfield’s leading food scientists and product and packaging experts in collaboration with Footprint, MCC and Pagès Group”.

It will initially be available for the brand’s Flora Plant B+tter Spreadable product – which launched last year and claims to be made with natural ingredients as well as being 100 per cent plant-based, dairy-free and palm oil-free.

“We know UK shoppers want products that have a lower climate impact, but are unsure how this can be done easily,” said Ian Hepburn, Marketing Director, UK, Upfield.

‘We launched Flora Plant last year and now we’ve gone one step further by bringing world-first packaging innovation to UK supermarket shelves and helping customers make simple sustainable trades.

“Flora has been a staple of British kitchen cabinets for over six decades thanks to our commitment to constantly listening to our customers and developing our products in line with their requirements.”

It comes amid a major push for shops across the UK to reduce plastic in their packaging.

In December, it was reported that supermarkets faced a ban on plastic packaging for some fruit and vegetables under new rules that will force them to sell more fresh produce loosely.

The government is considering introducing the new guidelines as a victory for The Mail on Sunday’s campaigns to tackle Britain’s growing amount of food and packaging waste.

The new containers are made from compressed wet paper fibers and are completely oil and waterproof

The plastic-free packaging will be available in 386 Sainsbury’s stores across the UK from 17 April. Stock image used

In a return to traditional greengrocer methods, customers will have to choose exactly how much fruit or veg they want, rather than buying prepackaged larger quantities.

It will cut down on the amount of food that is thrown away by encouraging people not to buy more than they need.

But it is also expected to lead to a huge reduction in the thousands of tonnes of plastic packaging that ends up in landfill or incineration in the UK each year.

Research shows that each person in the UK throws away 76kg of food a year, an increase of 9kg on 2018.

The crackdown on plastic packaging has been recommended by anti-waste charity Wrap, which advises the government, although it is believed that some delicate items such as soft fruit will be exempt.

While many supermarkets already sell fresh produce in reusable or compostable bags, the new rules will make it mandatory.

Environment Minister Robbie Moore said: ‘No one wants to see good food go to waste. It damages our environment, it is bad for business – and it is morally indefensible.’

Tory MP Sir Robert Goodwill, chairman of the Environment, Food and Rural Affairs Committee, said: “I welcome any attempt to reduce plastic packaging for supermarket food and allow more people to buy fruit and veg loose.”

Sir Robert, himself a farmer in North Yorkshire, added: “Obviously some foods, such as cucumbers, will always be better sold prepackaged to extend product life and prevent leakage contaminating other foods.

‘But that packaging doesn’t always have to be plastic, and where possible, wholesalers and supermarkets should do their utmost to use recyclable, paper-based packaging.’

Catherine David, director of behavior change and business programs at Wrap, said: ‘We waste 12 per cent of the food we buy, with the average household of four throwing away 1,000 pounds of good food every year.

‘This happens because our food system makes it difficult for people to buy only what they need and to spend more of what they buy.

But a spokesman for the UK Retail Consortium warned that any rules should not go too far, saying: ‘There are financial and technical barriers to increasing the volume of loose products (such as imported products) which would not be resolved by proposing legislation.

“With merchants already facing very significant cost increases across the supply chain, it is important that any additional regulatory burdens are proportionate and part of a coherent strategy.”