Naturediet Pet Foods Ltd has appointed multinational packaging supplier Tetra Pak to provide the independent British dog food manufacturer with a revolutionary new packaging format.

Naturediet will be the first pet food manufacturer in the UK to install the Tetra Recart​ filling and packaging machine, and the third pet food manufacturer in Europe to specialise in this technology.

Transition to this innovative new packaging system will commence in the autumn with a planned release to market in October 2018. This will be in conjunction with a bold new look for the brand and an overhaul of their current wet food packaging design.

Head of Marketing Emily Cannon says: “The transition from plastic, sealed trays to Tetra Pak cartons will provide us with an unbelievable host of benefits for both the quality and presentation of our wet foods, to an overall reduction in our carbon footprint and environmental impact.”

Tetra Pak cartons are made of FSC certified paperboard, are recyclable and due to their square, light weight design, prove more efficient for transportation with 18% more packages fitting on a pallet, compared to cans.

“We are taking a very active approach to our responsibility as a manufacturer, and Tetra Pak was a clear choice for the business and our commitment to reduce waste and single use materials.”

Emily continues: “Naturediet needed a new packaging design and as part of the strategy to renovate the brand we not only wanted to create a new look for Naturediet but to provide consumers with an alternative packaging format in the natural wet food category. One that is aligned with the growing consumer demand for recyclability.

“Our new pack design is a fresh new beginning, to what has always been considered a very traditional brand. This will enable us to regain our presence on shelf and stand out in what is fast becoming a saturated market. However, we remain true to our honest labelling ethos and promotion of valid claims."

The developments in Naturediet’s manufacturing capabilities are driven by CEO Carol Orrow and Managing Director Daniel Masters, who are committed to continuous improvements and new technologies at their factory in Norfolk.

Carol asid: “Naturediet were innovators of the tray format and installed our first tray thermoformer for in line form, filling and sealing of our wet foods in retort stable packaging in 1990.

"The transition to Tetra Recart​ filling and packing is an immensely exciting time for the business. The investment in our new production line has also opened the doors to new product innovation and development, and we will be expanding our range offering over the course of the next 24 months."

Naturediet’s ‘Better Taste, Less Waste’ campaign will begin in the Autumn with the re-launched 390g core and grain free ranges on show at PATS Telford 2018.

For more information contact Naturediet at trade@naturediet.co.uk or on 01362 822320.