Australian organic yoghurt brand five:am has introduced paper-based tubs for its yoghurt range, becoming the first brand in the segment to adopt this packaging format. The new tubs and lids are composed of 90 per cent responsibly sourced paperboard, with a thin polyethylene (PE) plastic lining to ensure the product maintains its quality and freshness.
According to five:am, this innovation is expected to remove over 100 tonnes of virgin plastic from its packaging each year, reinforcing the brand’s commitment to reducing plastic waste.
Chris Elliott, CEO of five:am, said the transition to paper-based tubs represents a breakthrough for the dairy sector. “We are pioneering a movement to reduce plastic packaging by replacing it with more sustainable paper-based tubs. This is a monumental step forward for us and the industry,” he said. “Our all-natural organic products were already recognised as some of the best on the shelf at the recent DIAA Australian Dairy Product Competition, and now, with our new and more sustainable packaging, we’re raising the bar even higher.”
Developing paper-based packaging for a liquid product like yoghurt required extensive research and development, working in collaboration with its packaging suppliers. The company confirmed to PKN that significant adjustments were also made to its filling equipment to accommodate the new packaging format. The paper tubs are sealed with aluminium foil to maintain product integrity throughout shelf life, with a paper-based overcap.
Market momentum
Since being acquired by Tanarra Capital in 2021, five:am has positioned itself as a leader in both product and packaging innovation. The brand has reported double-digit sales growth over the past six months, leading major supermarkets, including Coles and Woolworths, to expand distribution of five:am products.
John Wylie of Tanarra Capital praised five:am’s commitment to sustainability and innovation, saying, “five:am’s transition to paper-based tubs is not only a significant environmental milestone but also a testament to their dedication to innovation. The complexity of packaging yoghurt into paper-based tubs makes this achievement even more impressive. At Tanarra, we are passionate about investing in companies with a genuine sustainability focus, and this move reaffirms five:am’s position as a disruptor in the dairy industry.”
Differentiation
In addition to its shift in packaging, five:am continues to differentiate itself in the market by offering organic ingredients, a diverse range of flavours, and no-added-sugar options. With a ‘5 health star’ rating, the brand is catering to both sustainability-conscious and health-focused consumers.
The rollout of the paper-based tubs is already underway, setting a new benchmark in sustainable packaging for the yoghurt industry. As consumer preferences continue to evolve, five:am’s latest move reinforces its position at the forefront of sustainable innovation in the dairy sector.
