Weetabix’s new packaging now highlights the use of home-grown wheat sourced within 50 miles of its mills in Burton.
As reported by the Grocer, the brand has also launched a traceability website with an interactive map allowing customers to learn more about Weetabix farms.
The website also features information on initiatives such as regenerative agriculture, renewable energy, and the reduction of greenhouse gases.
Subscribe to Sustainability Beat for free
Sign up here to get the latest sustainability news sent straight to your inbox everyday
Weetabix brand manager Ginni Farbon told the Grocer This was “an exciting time for us as a brand to really start talking about our impressive wheat sourcing credentials.”
“We’ve made huge strides in terms of sustainability in the past year in general, and will be looking to continue this great progress, with more details in our 2023 sustainability report to be released in October.”
“Minimising food mileage should be a sustainability goal for every food brand,” Farbon added.
In March, the Weetabix Food Company achieved a new sustainable milestone after revealing that 100% of the packaging used across its entire product portfolio is now designed to be fully recyclable.