Asda has joined forces with eco-friendly baby brand Pura to help to produce the “UK’s first in-store signage” using recycled nappies in an attempt to reduce plastic waste.
The signs which will be used on shelving selling Pura products in 320 stores are replacing plastic shelving, Pura says.
The baby brand estimates that the equivalent of 7,220 used nappies was recycled to make the signage, approximately seven nappies per sign.
Once the nappies are shredded, washed and dried, they are processed into pellets and then 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, Pura says.
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.
The move comes after Pura, supported by Asda, launched England’s “first nappy recycling trial” in Bristol. Pura says the trial ensured “tens of thousands” of nappies avoided landfill and were reused as road surfaces notice boards, panelling, insulation under laminate flooring and other insulation, as well as new in-store signage.
Commenting on the partnership, Pura’s Sustainability Director Matt Moreland, said: “We hope that the POS (point of sale) material will help spread awareness of the benefits of nappy recycling which can prevent millions of tonnes of valuable resources from nappies, hygiene products and period products from ending up in landfill or being incinerated.”
Asda Buying Manager for nappies, Jessica Carrol, added: “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.”
