Kaufland introduces “Consciously packed” logo

The retail chain Kaufland has set itself the goal of reducing its use of plastics by at least 20 percent by the year 2025. To this end, the trading company, which belongs to the Schwarz Group and is based in Neckarsulm, Germany, has marked its private-brand products, the packaging of which is designed to be more sustainable, with a new logo.

The “Consciously packed” label is now displayed on the front or back of the packaging, provided one of these criteria is met  –  at least 80 percent recyclable, recyclate content at least 30 percent, or at least 10 percent packaging materials saved.

According to Lavinia Kochanski, Head of Sustainability at Kaufland, more than 2,000 tonnes (metric tons) of plastic will be saved this year through further packaging changes for fruit and vegetables, self-service meat and non-food products, with private label products accounting for 1,700 tonnes. The logo is already visible on various private label products, such as K-Classic sunflower oil, toothbrushes, herbal baths and foot care products from the in-house drugstore brand bevola. By the end of the year, around 25 of Kaufland’s private-label products will bear the “Consciously packed” logo.