Birdseye has become the 100th company to use the logo, which tells consumers whether a pack is widely recycled, if they need to check local recycling or if the pack cannot be recycled.
The frozen food group joins firms such as Innocent, Henkel, GlaxoSmithKline and WH Smith on the list of companies using the logo. More than 60,000 SKUs now carry the logo.
BRC head of environment Bob Gordon, who is director of the recycling label scheme, said that Birdseye signing up signalled a “tipping-point moment” for the scheme and that the BRC would now focus on strengthening communication to the public on packaging recycling.
“Up to now, we’ve just been trying to get buy-in from retailers and manufacturers, but the label now appears on enough products for us to refocus our energies toward raising public awareness and changing consumer behaviour. We need to make sure that more of what can be recycled actually goes into recycling.
“In the next few months we’ll be announcing plans to work with Local Authorities and community groups, such as the Womens’ Institute, to raise awareness of the label. Currently too much recyclable packaging makes its way to landfill. This label gives consumers the information they need to make the right choices, we just need to make them aware of it.”
Wrap has supported the BRC logo. Chief executive Liz Goodwin said: “Working with partners such as the British Retail Consortium to support major retailers and brands is one of the most effective ways to improve resource efficiency. For [the BRC logo] to appear on 60,000 product lines shows the tremendous progress that can be made through these sorts of partnerships.”