With this move, it will become the first UK dry rice producer to introduce 100% recyclable packaging for the smaller packs in its range. The packs can be disposed of within the weekly recycling plastic waste, and feature modern foil packaging, as well as artwork which reinforces the 'Love Rice, Love Laila' brand strapline.
This marks the first major rebrand for Laila since it launched in 1996. The business is now worth over £40m and is available in 30 countries. To support the rebrand, Laila has launched a marketing campaign including shopper promotions and events, sampling, merchandising, as well as activity across its digital and social media platforms.
Harry Dulai, managing director of Surya Foods, owner of the Laila brand, said: “We are incredibly proud to introduce 100% recyclable packaging to the category. Attitudes to waste and plastics are, quite rightly, changing rapidly and it is important for all food producers to continue to strive to provide the most environmentally friendly packaging solutions modern technology can offer. We are pleased to take this big first step towards the removal of single-use plastics across the Laila range.”
In August, Kelly’s of Cornwall pledged to switch all of the black plastic packaging used for its Clotted Cream variety to silver plastic which is easier to recycle.