In an attempt to cut down on landfill waste, Sainsbury’s is highlighting the recyclability of its Easter egg packaging, reports.

The seasonal chocolate goodies have received much criticism over the years due to the sheer amount of packaging they comprise. Research published in 2012 by Lib Dem MP Jo Swinson discovered that Easter eggs assume ‘only 38 per cent of the volume of their packaging’.

To encourage consumers to recycle their boxes and reduce the amount of waste, Sainsbury’s has unveiled special recycling bins designed to take plastic, foil, card and ribbon at the same point – something that has not been offered previously. It is going to trial the scheme at 50 stores nationwide until April 30.

Some local councils have told home-owners they will need to dispose of Easter egg packaging by breaking it down into component parts, destined for individual bins. According to, it’s prompted several complaints – especially as plastic elements won’t be accepted and should go in the general waste bins.

The Sainsbury’s initiative forms part of the supermarket’s zero-waste strategy, which to date has seen them make changes to food and drink packaging so that all of it can either be recycled or used to generate energy. Its Easter egg boxes are no exception and store officials hope that the innovative, green facility will encourage consumers to recycle their packaging.

Paul Crewe, Sainsbury’s head of sustainability, engineering, energy and environment, said: “Recycling is an important part of Sainsbury’s environmental commitment which we’re taking further than ever – sending zero operational waste to landfill and putting our minds to new and engaging schemes to help even more customers and colleagues recycle.”


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