At the beginning of the new year, Mars Petcare Europe’s fist step is to establish food-safe recycled plastic in its wet pet food packaging. This contributes to the company’s strategy to reduce the plastic use by 25%.

Cat food brand SHEBA will lead the way in some European markets. Mars Petcare tries to offer pet parents “more sustainable choices.”

“We are committed to doing our part to help drive a circular economy, which includes redesigning our packages for circularity,” stated Barry Parkin, Chief Procurement and Sustainability Officer at Mars.

Parkin added that they want to obtain 30% average recycled content in the plastic pet food pouches. The company also alleges it will be the first in the pet food industry to use food-safe recycled plastic as part of their $1 billion Sustainable in a Generation Plan published in 2017.

According to the plan, by 2025 all the pet food packagings should be “reusable recyclable or compostable.”

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