The launch of 100% recycled plastic packaging for Friskies® Party Mix® cat treats isn’t just a sustainability milestone — it’s a signal that circular packaging is becoming a mainstream expectation in FMCG, not a niche initiative.
In a sector historically dominated by virgin plastics for cost and performance reasons, the move by Berry Global and Nestlé Purina PetCare to transition two of its bestselling treat sizes to 100% recycled plastic packaging is a calculated — and catalytic — shift. It shows that innovation in circularity can scale in high-volume, consumer-sensitive categories like pet care, without sacrificing quality or shelf presence.
FMCG Is Running Out of Excuses
Why This Move Matters to the Entire Supermarket Industry
Let’s be honest: recyclable packaging is not the same as recycled packaging.
For years, brands have touted “recyclable” materials while still relying heavily on virgin resin. The Berry–Purina collaboration is different. It introduces mechanically recycled PET directly into the supply chain for a widely distributed, high-visibility consumer product — and makes it look easy.
Key achievements:
500+ metric tons of virgin plastic eliminated annually
694 metric tons of CO₂ emissions saved
Curbside-sourced, food-grade PCR PET used
No compromise on product integrity or brand image
This isn’t a marketing stunt. It’s engineered for repeatability — and competitors should be paying close attention.
From Niche to Norm: Retail’s Role in Closing the Loop
Buyers Need to Start Asking Smarter Questions
Retailers — especially supermarket buyers — are now on the hook to support, prioritize, and scale packaging innovations like these.
While upstream suppliers like Berry and brands like Purina are doing the heavy lifting in R&D and certification, supermarkets control the final filter: what makes it to shelves. That means:
Private label teams must pressure packaging partners to offer circular-ready formats
Category buyers should reward suppliers with verified use of post-consumer content
Sustainability leads must start reporting on recycled content, not just recyclability
We’re reaching a turning point where 100% recycled plastic packaging isn’t just an option — it’s becoming a baseline.
Collaboration Is the Real Innovation
Why Supermarkets and Suppliers Must Work Together
This milestone happened because two major players — Berry Global and Nestlé Purina — collaborated across materials science, operations, and quality control. That’s the blueprint retailers should be looking to replicate with their own partners.
Consider the strategic alignment:
Berry brought material science and manufacturing muscle
Purina brought product performance demands and brand equity
Both aligned on long-term environmental goals
That’s a textbook example of vertical collaboration toward a shared circular economy outcome.
And it matters because these containers are produced at scale, in SQF-certified plants, with food-grade recycled resin. This isn’t a one-off. It’s plug-and-play for other products.
The Real Takeaway for Retail Decision-Makers
If a billion-dollar brand like Nestlé Purina can use 100% recycled plastic packaging for its top-selling treats without disrupting performance or perception, what’s stopping everyone else?
Supermarkets should see this not only as an inspiration — but as a challenge.
It’s time to raise the standard:
Move from recyclable claims to real recycled content
Normalize PCR packaging in RFPs and supply contracts
Make circular packaging part of your value proposition, not just your CSR report
Because in the near future, consumers won’t just expect greener packaging. They’ll assume it.
