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Pasta with a twist! Waitrose release packaging with a twist for new pasta range

As of today, Waitrose have launched a new gluten free pasta range.

However, there’s a twist.. Food waste from the production of the pasta is being used within the packaging of the product. Waitrose are the first supermarket in the UK to do this.
Jo Heywood, Waitrose Pasta Buyer said: “Pasta is such a staple product for many families, so it’s exciting to be offering our customers a pasta with a twist, both nutritionally and environmentally.”
“We’re always looking at ways to cut down on our packaging, use more sustainable materials and reduce our food waste, so we’re pleased to be working towards all three of these targets with this new launch.”
The box is made from 15% food waste and is 100% recyclable. We think this is a great idea for the environment but wonder if people will be put off with food waste in direct contact with the product. 
What are your thoughts on this new packaging? Would you buy it? Drop us a line and let us know. 
Based in London UK, Slice Design are a top international creative branding and packaging design agency that have helped consumer brands grow and get noticed since 2004. We like to think of ourselves as a challenger to the large agency. As the name suggests we cut through jargon with our flexible, no nonsense approach and down to earth attitude.

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