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Organic baby-food manufacturer Ella's Kitchen has launched what it claims is the UK's first collection programme for non-recyclable kids'-food pouches.

The scheme has been devised to engage with children, parents and teachers at home, in schools, nurseries and at baby and toddler groups.

By collecting and returning Ella's Kitchen packaging, consumers can earn 2p per pouch for a school or charity of their choice. To return packs to Ella's Kitchen, participants in the scheme can download freepost Royal Mail labels.

Once returned, the waste packaging will be made into a variety of products, including bibs, bags for mothers, pencil cases and lunch boxes. The products will be available to buy in late 2010.

Alison Lindley, who is called 'head of giving stuff back' at Ella's Kitchen and mother of the eponymous Ella, said: "We love to give stuff back at Ella's Kitchen and we're really excited about our 'upcycling' partnership with Terracycle, which will not only help make our planet tidier, but will help to raise lots of money for your favourite charities, kids' groups and schools.

"Thousands of pouches will be diverted from rubbish bins and money [will be] raised for some great concerns. Plus kids will be educated and inspired by this easy, fun new way to recycle."

Ella's Kitchen has made previous moves to encourage recycling. In April last year it announced a scheme to encourage children to reuse packaging. The Grow and Win on-pack promotion on multipacks of its Smoothie Fruits called on children to use empty packaging to grow a mini herb garden from seeds provide in the packs.

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