Wholesale food and dairy products manufacturer Freshways has launched its LoveMilk brand in Elopak’s Pure-Pak cartons to help tackle plastic waste.

The brand will now be available in one-litre, 500ml, and one-pint Pure-Pak cartons with a new tethered cap.

The added tethered cap is designed to remain attached to the carton throughout its life cycle, thereby reducing the risk of littering.

The recyclable pack solution helps cut plastic usage by 70% and improve transport efficiencies, Elopak says.

Freshways marketing head Arun Nijjar said: “We opted for the new caps because we believe that the tethered closures will help reduce chances of littering. Plastic bottle caps are amongst the most common waste ending up on beaches and inevitably in oceans.

“Plus, the new cap complies with the EU’s Single-Use Plastic Directive ahead of its deadline in 2024. Although not mandatory in the UK, we believe the directive is important because it is introduced as part of efforts to reduce the impact of certain plastic products in the environment and tackle plastic littering.”

Elopak reported a total revenue of €283.5m in the third quarter of financial year 2023, up 4% year-on-year from last year.