York Fruits reduces plastic packaging in new look for Christmas

The market leading fruit jelly brand now comes with a new tapered carton pack, updated from its previous flat ‘chocolate box’ style. The new format will offer improved value for money, offering more jellies at a reduced manufacturer's suggested retail price (MRRSP).

The packaging redesign has enabled an 83% plastic reduction, part of Valeo’s ongoing programme of sustainability improvements. The carton itself is widely recyclable, the company said.

Russell Tanner, Marketing Director at Valeo Snack Foods, said: “York Fruits is a truly classic brand that has been loved by the nation across all generations for many years, especially around Christmas. This timely update for a well-loved, high quality product ensures that we continue to meet the needs of the modern consumer with a convenient giftable box that delivers value for money. ​

“We hope to appeal to a new generation of jelly lovers and bring even more people into the category with a well-known brand name to help retailers target new shoppers through the upcoming gifting season and other special moments throughout the year.”​

The new look York Fruits Carton (350g, MRRSP £2.50) will be available from Sainsbury’s, Iceland, Wilko and The Range and wholesalers from September.