Ceuta Group - which works with many food and drinks brands - is encouraging UK families to reduce the amount of packaging they bin around Christmas by releasing a new campaign.
Inspired by research conducted by the Group that analyses how much is thrown away at Christmas, the campaign aims to highlight the amount of waste produced throughout this season by consumers and retailers.
One of the most alarming stats shows that Britain bin 7.1 million pigs in blankets - enough to match the weight of a 105,000kg blue whale.
Britain will also throw out five million Christmas puddings and pour away five million litres of gravy.
Daniel Sarath, senior public relations executive at Ceuta Group, said: “370 tonnes of aluminium tins are thrown away every year from eating mince pies, for instance, but aluminium can only be recycled if it is cleaned beforehand and contains no food residue as this would contaminate the recycling process. As such, as little as 12% of the material is recycled in the UK.”
As 14 million UK people currently live in poverty, the campaign wants to raise awareness of this issue and remind people of the environmental impact this has. A lot of seasonal food and drink can not be recycled which harms the surrounding biodiversity.
Edwin Bessant, CEO of Ceuta Group, said: “It is everybody’s job to reduce our impact on the environment. Changes are already taking place in the food & drink and health & personal care sectors, and it’s great to see some of the latest brand innovation that are coming through to reduce waste.
“More needs to be done, however, and Ceuta Group is working with its partners to promote ways of integrating sustainability into their business strategy. After all, from consumer choices to retailers and brand owners, everyone has a role to play to make their Christmas more sustainable.”