For an east coast roll-out, Eureka! Organic Bread introduced its new sustainable packaging: a polyethylene bag made of Braskem’s Green PE, a 36 percent bio-based material from sugarcane. The brand owner, Bimbo Bakeries USA (BBU), expects the sustainable packaging to be popular with consumers. Mike Jensen, Assistant Brand Manager at BBU, thinks the new sustainable packaging complements the organic bread’s natural brand, which contains no artificial colors or preservatives. He said:
“Consumers react positively toward companies that use sustainable packaging. So as consumers were discovering Eureka! for the first time, we thought it would be the perfect time for them to also discover this new packaging technology. Braskem’s Green PE technology is in line with the wants and needs of the organic consumer.”
Jensen claimed that 36 percent bio-based material is enough to be significantly sustainable, and represents a starting place for BBU.