Nature’s Way unveils sustainable supplement packaging with shelf-standout square design

13 Jun 2019 --- Supplement and vitamin supplier Nature’s Way has unveiled a new range of packaging for its herbal lines which places sustainability at its core. The new line consists of over 30 items, packed in a square design made up of 97 percent post-consumer recycled plastics, supplied by rigid packaging supplier TricorBraun. Consumers are ever more mindful when it comes to their purchasing decisions, both in terms of personal nutrition and environmental footprint, leading more people to make the transition to sustainable packaging.

“At Nature’s Way, we are always striving to improve our sustainability practices and know it’s also a core value of our consumers. We often talk about how ‘We Go Where Herbs Grow Best’ to bring consumers the best the Earth has to offer, and in tandem with that promise, we know that we need to respect and care for the planet that provides those gifts. That’s why we are excited to introduce our new innovative packaging in celebration of our 50th birthday,” says Dan Countryman, Brand Manager, Nature’s Way.

As consumers are increasingly attracted to vegan capsules based on environmental concerns, for example, a sustainable pack can boost a product’s overall green standing. A 2018 Innova Market Insights survey found that 64 percent of US and UK consumers expect companies to invest in sustainability. The survey found that consumers’ environmental concerns outweigh social and ethical ones when considering the brands that they buy.

Nature’s Way also asserts that the shape of the supplement packs serves to differentiate the product on shelf, which could prove useful in an increasingly busy market.

“Square bottles are not common in the supplement industry, and this new design brings a fresh look to capture consumer attention at retail shelves, while also tying together the herbal line in a cohesive way,” says Becky Donner, SVP, Marketing, Design & Engineering at TricorBraun.

The new sustainable packaging will roll-out over the next few months and be available at Sprouts, Kroger, Whole Foods Market, Publix, Wakefern and CVS stores, as well as local natural grocery stores and online retailers such as Amazon.

Sustainability is a key driver in the nutrition industry, tying in with core narratives around caring for health and the planet. In this way, the industry has seen a sharp uptake in products packaged in sustainable solutions, from bio-based materials to fully recyclable options. At this year’s Vitafoods Europe, Bormioli Pharma unveiled a new range of sustainable packaging solutions for the nutraceutical industry, highlighting how visibility, portability, connectivity and sustainability are key drivers in packaging for pharma and nutraceuticals.

Last year, Gummy vitamin brand vitafusion, manufactured by Church & Dwight, became the “first in the vitamins category” to use recycle friendly shrink-film labeled packaging in the US.

Sustainability is also a key concern to one of the “greenest” markets: cannabis. Canada’s first nationwide cannabis packaging recycling program has been rolled out by recycling experts TerraCycle and cannabis brand Tweed. Last year, Canada became the second country after Uruguay to legalize recreational cannabis use. Tweed has voiced the need for a recycling system for all the new containers, tubes and packages created by the growing cannabis industry, in a bid to divert these away from landfills and upcycling them into other products.

This feature is provided by Nutrition Insight’s sister website, Packaging Insights.

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