In a trio of announcements, eco-friendly brand WaxWrap is celebrating two major new developments as well as one award.

Partnering with Devon-based non-profit Less Plastic CIC, WaxWrap is ‘underpinning its genuine commitment to reducing plastic pollution’. The organization raises awareness of plastic’s impact on the world’s oceans and offers the public tips on how to reduce their plastic consumption.

As an official sponsor, WaxWrap – distributed by Kinetic – will now be donating 1% of its sales towards the funding of plastic reduction projects, facilitated by 1% for the Planet. A ‘Proudly Supporting Less Plastic’ logo will be displayed across key marketing collateral and on pack.

Andy Smok, sales and key account manager for the brand, comments: “WaxWrap is 100% committed to addressing the critical plastic pollution crisis. While our range of natural beeswax wraps, bags and roll provide a practical and highly effective alternative to the use of plastic cling film, we want to do as much as we can to support other plastic waste production projects that are in the field. Being a responsible and sustainable brand is not just a marketing ploy for us, it is the founding ethos behind the initial launch of WaxWrap.”

James Keetley, co-founder of Less Plastic, adds that the organization is looking forward to : “A long and mutually beneficial working relationship’. “The WaxWrap brand proposition accurately reflects a number of our organization’s key messages, so the decision to join forces to fight plastic pollution was a natural one.”

The brand has also confirmed formal Vegetarian Society accreditation. The addition of the Vegetarian Society Approved trademark comes after a ‘stringent assessment’ which involved expert independent checking of WaxWrap’s ingredients and production methods.

Smok again: “We are thrilled to have received the endorsement of the most long-standing and well-established trademark of its type. We were adamant from the start that WaxWrap would meet rigorous environmental and social standards positioning it as a safe, responsible choice for every home. Receiving formal accreditation is testament to our commitment to the environment and our respect for vegetarian ingredients. We use only 100% natural materials – all our wraps are made from organic cotton, organic jojoba oil, pine resin and beeswax – which allow food to breathe naturally, and they represent another important step towards reducing plastic consumption and working towards a zero-waste lifestyle. Having a stamp of approval from The Vegetarian Society provides further reassurance to the consumer as well as added brand credibility.”

The new accreditation joins GOTS, OEKO-TEX Standard 100 and ECOCERT COSMOS ORGANIC on pack.

And recognition within the vegetarian sector continues with the brand’s Beewax Organic Cotton Food Roll having been awarded the top prize in the Plastic-Free Innovation category of the Veggie Awards 2021.

Smok says the accolade ‘gives vegetarian and green consumers additional reassurance in our offering and potential supermarket partners the confidence that we can deliver an effective, credible solution to a potential packaging crisis in the industry’.