Subway has announced a series of improvements to the sustainability of its packaging and operational procedures as it launches its largest national campaign this year to promote its £2 breakfast offer.
As part of the breakfast offer, the group’s sites are extending their opening hours and are now offering breakfast from 7am–11am on weekdays.
The group said that the breakfast launch aims to attract commuters looking for a “convenient and premium option at a competitive price point”.
It said that the campaign heroes the brand’s new premium beechwood smoked back bacon option which is available as part of the brand’s £2 breakfast value deal with a bottle of tropicana or regular hot or cold drink.
The sustainability drive follows the brand’s move to sign up to WRAP’s hospitality and food service agreement in April this year, pledging to cut food and associated packaging waste and increase recycling.
The company said that the introduction of refreshed double-wall sustainable cup is estimated to save 30 tonnes of pulp per year across Europe and takes approximately 25% less energy to produce.
It said: “This new innovation follows the brand’s shift to the use of a pulp moulded four-cup carrier which is made with 100% recycled content and is fully recyclable which came into stores in august 2011.”
The breakfast subs are served in the fully recyclable sub wrap which is made from 30 – 40% recycled material using paraffin-based wax and 100% biodegradable, printed with water-based inks.
Further improvements to the breakfast packaging include a reduction in sugar stick size from 97-82mm which brings about a 15% reduction in paper and is estimated to save 12,000 square metres of paper across Europe each year.
Trevor Haynes, area development manager for the UK & Ireland, said: “We’re on a journey to make our stores and operations as environmentally and socially responsible as possible. This announcement demonstrates our on-going efforts to increase the recycled content, recyclability, degradability and compostability of our packaging.”
