Produced in Tunisia, WaxWrap is made from organic cotton cloth coated in a mixture of beeswax, natural pine resin and organic jojoba oil.
After a successful trial in Whole Foods Market in London in September 2020, the novel product is rolling out to the UK market.
The product was first launched in the US two years ago in Trader Joe’s stores, opening opportunities for large-scale production to support further retail demand.
Checking out on plastics
According to Andy Smok, WaxWrap sales and key account manager, the launch comes at a time when plastic reduction is featuring high on the retailer agenda with the top multiples all committing to a reduction in plastic.
A survey by the Environment Investigation Agency and Greenpeace on supermarket habits – ‘Checking out on plastics’ – found that the UK and US produce more plastic waste per person than any other major countries and, more worryingly, supermarkets are not doing enough to reduce their plastic footprint.
“The launch of WaxWrap marks an important milestone in the fight against plastic pollution,” said Smok.
“Our ability to manufacture on a large scale, servicing the business as well as the domestic user and enhancing their green credentials by enabling them to make a valid contribution towards the elimination of plastic, means we have the potential to make a dramatic difference.”
He added, “There is a strong appetite for change and consumers are becoming increasingly aware of how their use of plastic has an impact on the planet for future generations.
“By creating a product that is convenient, fit-for-purpose, versatile, totally reusable and biodegradable, we believe that WaxWraps can play an active part in helping to improve the UK’s unacceptable track record in excessive plastic usage.”
WaxWrap has undergone rigorous testing to ensure its compliance with a number of technical standards and to guarantee it contains no toxic textile ink. These include the Global Organic Textile Standard (GOTS), the OEKO-TEX Standard 100 (one of the world’s best-known labels for textiles tested for harmful substances) and the ECOCERT COSMOS ORGANIC (worldwide benchmark in organic certification).
The waterproof malleable cloth is washable and when used correctly, should provide a one-year working life. The cloth is then completely compostable, which is key to the brand’s mission in creating a zero-waste environment.
WaxWrap is available in a wide choice of formats to suit a range of food storage requirements, both for domestic and commercial use. Unlike other waxed wrap products, the bag and unique roll presentation provides a convenient solution similar to disposable cling film, but in contrast offer a reusable and environmentally responsible alternative.
The complete portfolio includes:
- Waxed Cotton Food Roll in three sizes (20x120cm; 30x150cm; 40x200cm);
- Waxed Cotton Food Bags in a set of three (Small 21x31cm; Medium 25x31cm; Large 32x31cm);
- Waxed Cotton Food Wraps in a set of three (Small 20x20cm; Medium 30x30cm; Large 40x40cm).
The range is rolling out in the UK in Planet Organic, Whole Foods Market and Delishops – a recently launched online trade community designed to connect speciality food producers with buyers – with further listings in the pipeline.