Product protection and recyclability of ice-cream packaging by Mövenpick (Froneri)
We spoke to our longstanding client Fronieri about sustainability and the role packaging plays in achieving it.
Why did you commission the recyclability check?
With the recyclability check, we want to promote our 100% recyclable packaging and, in doing so, raise awareness among consumers that plastic packaging is safe when disposed of correctly. Plastic packaging generally doesn’t have a good reputation among German consumers and this is not entirely justified. It’s always worth looking at an issue from different angles. Although our current packaging is indeed made of plastic, we’d like to emphasise that this choice was made carefully and after thorough research. Especially for a frozen product like ice cream, the packaging has to meet a number of requirements. This ensures that our ice cream is always of the highest quality and consistency, and that consumers can enjoy it from start to finish. That’s why we continue to develop alternative packaging solutions and regularly test new options.
What conclusions have you drawn from this?
We took a big step forward with Mövenpick in 2022. Our current polypropylene packaging allows us to offer consumers the best possible and most sustainable solution to date. In 2022, we altered our packaging to include what’s called a tamper-evident safety seal. This means that we can dispense with the sealing film we had been using and cease using composite materials, making both the cup and lid 100% recyclable. Both packaging components can be returned to the material life cycle together. This will save us the about 120 tonnes of the non-recyclable plastic we used for the sealing film every year. In concrete terms, we’re talking about around 44 million packages that were in circulation in 2022.
This result motivates us to continue working on developing alternative packaging solutions.
How do you benefit from being certified “100% recyclable”?
Sustainability plays an increasingly important role, not only for us as a company, but also for consumers. This is why we’re consciously integrating this approach into our communication – we want to make it clear that we use packaging made from fully recyclable material for our Mövenpick ice cream by marking each tub with a prominent, clearly visible symbol (“100% recyclable”) on the front. Our aim here is to have a positive influence on the consumer’s purchasing decisions.
In the long term, we can probably expect a price advantage for recyclable packaging. We’re also well prepared for any changes in the legal requirements – after all, that changing packaging design requires considerable lead time.
How important is sustainability at Fronieri?
Sustainability is a top priority at Froneri. As a company, we see it as our responsibility to contribute to a more sustainable and socially just world, so we’ve set ourselves clear goals that we intend to pursue in the long term.
Packaging, in particular, is an important lever in this context. We want 100% of our packaging to be recyclable, compostable or reusable materials by 2025. We’ve already taken some key steps – at Mövenpick, for example, we’re continually reducing the amount of plastic in our products and cutting down on single-use plastics. We’ll continue to work on this important issue and implement improvements in the future.
Requirements fulfilled thanks to the rotate recycling label
Contributed to environmental protection
Packaging optimised for 100% recyclability
Prepared for the future
How recyclable is your packaging?
Our “rotate” testing method allows us to analyse and evaluate packaging in terms of its recyclability and to develop suggestions for improvement as we strive towards a forward-thinking approach to packaging design. We’re delighted to have been able to provide added value for our client Froneri.
Noventiz client: since 2006 (albeit under a different name from 2006–2016).
Industry and services: joint venture in ice cream, frozen food and chilled dairy products Froneri is Europe’s number 1 manufacturer of private label ice cream. As the world’s second largest ice cream manufacturer, Froneri now operates in over 23 countries and employs over 10,000 people.
Establishment and headquarters: The company was founded in 2016 and is headquartered in the United Kingdom.
Products and brands: Retail products includes the successful Mövenpick, Nuii, Pirulo and Schöller product families. As a licensee, Froneri also produces and distributes various ice cream products under the Mondelēz brands Milka, Oreo, Daim and Toblerone.