Innovia Films’ compostable cellulose-based material, NatureFlex™, has been selected by Miss Muffet & Co, to wrap its range of fairytale and nursery rhyme inspired premium confectionery.
Miss Muffet & Co is a UK-based company, set up by Sarah Cadman, who has a philosophy of using natural ingredients wherever possible.
Outlining why she chose NatureFlex™ to wrap her range of quality sweets, Sarah stated, "It was really important for Miss Muffet & Co that our packaging had the lowest possible impact on the world around us and it had to clearly show the contents. We chose Innovia Films’ transparent NatureFlex™, primarily due to its environmental credentials. At the same time it keeps our sweets tasting and looking good."
NatureFlex™ films are certified to meet the European EN13432, American ASTM D6400 and Australian AS4736 standards for compostable packaging. The wood-pulp is sourced from managed plantations from referenced suppliers operating Good Forestry principals (FSC or equivalent). The renewable biobased content of NatureFlex™ films is typically 95% by weight of material according to ASTM D6866. NatureFlex™ has been confirmed as suitable for emerging ‘waste to energy’ techniques such as anaerobic digestion, aiding the diversion of organic wastes from landfill.
Transparent NatureFlex™ NE is used to flow wrap the sweets, which are then packed in beautifully designed, story book-shaped ‘keepsake’ boxes, with drawings by children’s illustrator Rosie Brooks. The titles (stories) of sweets in the range include: Three Blind Sugar Mice, Oranges and Lemon Drops, Jack and the Jelly Bean Stalk, Goldilocks and the Jelly Bears and Tom Thumb Drops.
"This is an excellent example of a company planning its packaging to meet their ethical product strategy," said Paul McKeown, Innovia Films’ UK sales manager.
NatureFlex™ was an obvious solution for the packaging in this application as the film begins life as a natural product – wood – and breaks down at the end of its lifecycle in a home compost bin (or industrial compost environment) within a matter of weeks. It also offers advantages for packing and converting such as inherent deadfold and anti-static properties, high gloss and transparency, resistance to grease and oil, good barrier to gases and aromas, print receptive surface and a wide heat-seal range.