The Unilever company has launched Magnum ice cream in tubs made from recycled polypropylene plastic packaging – a first in the ice cream industry.
Up to 600,000 tubs are now available across Europe, with millions more to roll out globally.
The move is part of Unilever’s wider global commitment to ensure that at least 25% of its plastic packaging will come from post-consumer recycled content by 2025.
Julien Barraux, vice president Magnum, said: “We are proud to be one of the world’s first food brands to pioneer this ground-breaking technology.”
The tubs are available in Belgium, Spain and The Netherlands, with over three million more due to launch globally in 2020.