German retailer Kaufland has announced that it has introduced the 'Bewusster Verpackt' (Consciously Packed) logo for private-label products that are packed sustainably.
The move aims to create more transparency about the retailer's efforts in reducing plastics across its operations.
The logo, placed on the back or front the packaging, has already been added to K-Classic sunflower oil, and toothbrushes, herbal baths, and foot care products under the company's private-label drug brand, bevola.
By the end of this year, the retailer aims to add the logo to around 25 private label products.
In order to add the logo, the product packaging must be at least 80% recyclable or have a recyclable content of at least 30%.
The logo can also be added to products that have reduced their volume or weight of packaging materials by at least 10%.
To date in 2019, Kaufland has eliminated more than 2,000 tonnes of plastic from its operations, of which private-label accounts for 1,700 tonnes.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
