Asda and Pura create UK’s first in-store signage from recycled nappies
Asda has collaborated with eco-friendly baby brand Pura on the production of the UK’s first in-store signage using recycled nappies.
Replacing plastic signage, the signs will be used on shelving selling Pura products in 320 stores.
Asda said it estimates that the equivalent of 7,220 used nappies were recycled to make the signage, approximately seven nappies per sign.
Nappies are firstly shredded, washed and dried, then processed into pellets which are combined with other raw materials and pressed into boards. The Asda boards are made from 56% recycled nappy fibre and 44% cellulose fibre from other responsible sources.
The drive to create less plastic in stores comes after Pura, supported by Asda, launched England’s first nappy recycling trial in Bristol. The trial resulted in tens of thousands of nappies avoiding landfill and instead being turned into materials such as road surfaces notice boards, panelling, insulation under laminate flooring and other insulation.
Asda buying manager for nappies Jessica Carrol said: “We know how important it is to our customers that we reduce the amount of plastic we use, so we were extremely keen to work with Pura on this project. We will continue to look at other ways we can utilise nappy recycling and continue to work with all our suppliers on ways we can reduce our plastic use.”
Pura’s sustainability director Matt Moreland said: “We hope that the POS material will help spread awareness of the benefits of nappy recycling which can prevent millions of tonnes of valuable resource from nappies, hygiene products and period products from ending up in landfill or being incinerated.”
