The survey, put together by packaging trade show specialist easyFairs, questioned 289 packaging professionals asking them to name a brand that they really admired for its green packaging approach. In response 10% said Innocent, followed by Marks & Spencer (7%) and Kenco (5%).

Innocent uses food grade recycled plastic in its bottles and its cartons are made from 100% Forest Stewardship Council certified material. The company also adopts a strong sustainable packaging policy when it comes to its products.

Matt Benyon, managing director at easyFairs UK, said: “What impresses me most is that we asked all those surveyed to name any brand they like, so to have 10% come back saying ‘Innocent’ is quite amazing.

“It shows how Innocent get things right in not only the green packaging side of things, but conveying their green message across to its peers and consumers. A lot of companies are doing great things out there, just they don’t tell us, which is a real shame.”

Indeed, over a quarter (27%) surveyed admitted that they were doing lots when it comes to environmental packaging but not shouting about it. However, when asked what is driving packaging decisions at the moment, top of the list was cost (69%).

In addition, over half (58%) said that the tougher economic climate means they are less likely to introduce more environmentally sound packaging unless it saves them money as well. This shows that there is still a battle between keeping costs to a minimum and improving environmental performance of packaging for most professionals working in the industry.

Elsewhere the survey also showed that the toy industry is the most guilty of over-packaging, with 26% of respondents thinking this, while 61% thought that the cosmetics, perfumery and toiletries industries were the most innovative.

Maxine Perella

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