M&S packs sweets in bag that blooms into flowers after use

The Milk Chocolate Praline Butterflies come in a paper bag that has been impregnated with candytuft flower seeds and will grow into flowers that are said to attract butterflies.

M&S head of packaging Helene Roberts said: “As well as committing to reduce packaging, we are looking at innovative ways for reuse. This is a step forward from composting egg boxes.”

The product hits shelves today (10 March),  less than a week after the launch of the second generation of the Courtauld Commitment. Although M&S is not currently a signatory, it has committed to signing up to the new scheme.

Packaging also formed part of the latest update to the multiple’s Plan A environment programme.

Roberts said M&S was proud to put innovative packaging like the seed-impregnated bag onto the market.

“These chocolate butterflies are the gift that keeps on giving. Once mum has enjoyed the chocolates, she can plant the seeded paper and then enjoy the flowers and the butterflies they attract.”

The paper should be planted between March and May and will flower between June and August, M&S said.

Candytuft flowers, also known as Iberis umbellata Rose Cardinal, bloom in a range of colours from white to red.

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