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Our planet

We rely on our planet’s natural resources to produce our products, generating waste and greenhouse gas emissions in the process, however we will always try to reduce our impact where possible. Our priorities within our Planet pillar include cutting our carbon emissions, reducing food waste, using sustainable packaging, and sending zero pouches to landfill.

Our first fully recyclable pouch

We are committed to ensuring our packaging is 100% recyclable, reusable or compostable by 2025. A major step towards achieving this is our launch of the UK’s first mono material pouch designed to be fully recyclable (with the cap on), lighter to transport and less carbon intensive to create.

After several years of testing and trialling alternative packaging materials, we are now able to offer you a pouch made from one (mono) material called polypropylene.

Assessed by the On-Pack Recycling Label (OPRL) scheme to meet the requirements of their ‘Recycle’ designation, these pouches will carry a recycle label, meaning they can be thrown in your normal recycling bin at home. This is a momentous step and provides a simple and convenient method for disposal- woohoo!

Over the next 12 months, we anticipate to save over 350,000 pouches from landfill, equivalent of 2.5 tonnes of plastic.

Following the launch of this fully recyclable Fruit Blend range, we are excited to roll-out the fully recyclable pouch across our entire pouch range in the coming years.

Our award-winning recycling scheme

Being unable to offer our parents the convenience of kerbside recycling has always remained a point of concern and focus for us. This is why we initially launched our return recycling scheme with UK recycler, Enval, as it provided a zero-waste option when no other ‘home-recycling’ solution was available.

Our partnership with Enval will remain in place so you can continue to recycle our products not currently labelled as recyclable.

By using our recycling scheme, you can recycle our pouches, finger food packaging (and those of other brands) in the best way possible, leaving nothing going to landfill.

We are proud to be the UK's first fully recyclable baby food range.

Enter recycling innovator Enval.

How it works

Our pouch and finger food packaging arrives at Enval and is shredded

The aluminium from our pouches is re-used to make tins, cans etc

The plastic is recycled into oil

The gas by-product from the process is used to power the plant

Leaving nothing to go to landfill

Our Recycled Pouch-ometer

Use our prepaid recycling bag to recycle any empty baby food pouches or snack bags (from any brand) via your local postbox.

Being transparent & cutting carbon

We believe that climate change is the single greatest threat facing our planet and steps must be taken quickly to limit global temperatures from rising beyond 1.5°C. Everyone has a role to play in fighting climate change and we are committed to helping lead the way by being transparent.

We have partnered with CarbonCloud to calculate and share the climate footprint of our products, with the ambition to implement this across our entire range. We will not only be sharing these numbers with you and printing them on our packaging, but we will also be sharing our plans to offset certain areas and reduce this number further.


In 2021 we became the first and only UK baby food brand to be ‘carbon negative’, committing to double offsetting those emissions we cannot reduce any further each and every year.​ With the help of our partner Ecologi, we are removing twice as much CO2 from the air (equivalent to double our 2021 footprint) through tree planting and funding carbon reduction projects around the world.

Reducing our waste

Food waste is a big issue. It is estimated that a third of all food produced ends up being wasted. We believe in never wasting food and are committed to reducing food surplus by 10% each year whilst donating 100% of what is left that can’t be sold.

We are proud of our three year partnership with food distributor The Felix Project. They help families in need get access to nearly 21 million meals every year through collecting and redistributing surplus high quality food that otherwise would have gone to landfill. So far we have nearly donated over 40,000 meals to those in need.

Sustainable packaging & design

Packaging is a critical part of our business as it protects the safety and quality of our products. Whilst we acknowledge its drawbacks, at this point in time, we will continue to use plastic in our packaging range because it is still the most sustainable option (vs glass for example) for most of our products.

Nevertheless, over 70% of our packaging range is made out of recyclable FSC-certified cardboard and we are committed to minimising our packaging footprint. This will be achieved by using sustainable alternative materials where possible; optimising packaging design and working with our suppliers to introduce recycled materials into our product packaging range. An example of this is our discovery of plant-based inks. As a renewable alternative to traditional oil, vegetable based inks have a much smaller impact on the environment because they do not release greenhouse gas emissions such as CO2 when drying. We are excited to roll this out across more of our packaging this year.

We are working towards making 100% of our packaging recyclable, reusable or compostable by 2025.

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