Explore Brand Republic

Morrisons flags recyclable levels

by Staff, Marketing 06-Jun-07

LONDON - Morrisons has rolled out a labelling scheme on its own-label products to help consumers cut waste.

The 'Recylopedia' scheme informs shoppers how much of the packaging on a product can be recycled. A face icon with an open-mouthed smile indicates that the packaging is 100% recyclable or can be composted at home; a smile shows part of it can be recycled; and a stern face comes with the advice that it is not yet recyclable, but Morrisons is working to change it.

Each symbol has a 'speech bubble' containing information about which parts of the packaging can be recycled and how to find out where. Morrisons' The Best Tarte au Citron will be one of the first products to carry the symbol, which appears on the back next to information on the retailer's customer helpline.

The labels are being launched during Recycle Now Week, which starts this week. To support the initiative, Morrisons plans to quiz consumers in-store about their awareness of recycling.