The Cats Whiskers – Fully Recyclable Pouch

Webbox Naturals

Pets Choice have been manufacturing premium quality Pet Food for 135 years. Even so, when they decided to launch their new Webbox Natural range of premium cat food in recyclable pouches, it was a first for the business. However, the problem this gave them was that to maintain the integrity of the cat food in the pouches a high barrier material was needed. Unfortunately, the traditional pouches used throughout the Pet Food industry were not recyclable as they were PET/PE, a mixed Polymer Laminate.  

As a consequence, Jason Eastwood, Head of Purchasing at Pets Choice, approached National Flexible to see if they could offer a solution. Within a week, National Flexibles Technical Team had configured some trial pouches using a recyclable OPE/PE laminate which included an EVOH barrier. This film ran smoothly on their existing packaging lines, so National Flexible was given the green light to go into full production. 

Once this approval was given, the project took on a life of its own and in just 6 more weeks the pouches were designed and printed, including the addition of a patterned matt lacquer. The pouched also incorporated an ‘easy seal’ reclose feature, ideal for food portion control. All this progress was achieved during a period of lockdown, which added to the communication and logistics problems of getting a new product quickly to market.   

According to Jason at Pets Choice, we were very impressed by the response from the National Flexible Commercial and Technical Team. They worked with us throughout to enable us to produce a packaging pouch of which we are justifiably proud, it is 100% recyclable, thus, ensuring the material can be reused, reducing waste going to landfill or incineration.  In addition, it’s a great looking pack, it not only looks good, but it feels great. A real departure from standard printed pouches.

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