Why Did This Ice Cream Brand Pick Plastic Pints Over Paperboard?

As summer heats up, so does the launch of new ice cream and other frozen novelties, especially around National Ice Cream Month, celebrated in July.

One of the companies joining the celebration is Wells Enterprises, Inc., which expanded the Blue Bunny brand of Twist Cones frozen treats to include single-serve ice cream containers.

However, rather than paperboard, clear plastic polypropylene pints were selected in collaboration with packaging supplier Berry Global.

By mimicking the brand’s line of 48-ounce scoopable version in a downsized format, the translucent pint permits consumers to appreciate the uniquely layered contents.

It also offers another key attribute: optimizing packaging sustainability, specifically for recyclability.

“Now more than ever, the ability to access innovative, recyclable packaging is crucial for our customers, as they strive to meet evolving sustainability demands," says Matt Chase, director of sales — national accounts, Berry Global. “Through strong value-chain partnerships such as these, we are designing products more effectively to foster cleaner communities for future generations without compromising on convenience or shelf appeal.”

“Berry is an excellent partner,” adds Julee Zugel, director of strategic sourcing at Wells. “The company understands our need for innovative sustainable packaging and worked closely with us to develop it. We appreciate how engaged they are with our team to understand new opportunities in the packaging arena. They are innovative, forward thinking, and an example of how a partnership should work.”

Blue Bunny's clear recyclable PP pints are available across the US. WELLS ENTERPRISES

Details on paperboard’s recycling challenges.

The problem is that paperboard in this category does not provide an adequate barrier for ice cream so a thin polymer barrier is used. That addition changes the recyclability dynamic.

“While many communities accept cartons or other forms of poly-coated paper, recycling programs typically exclude ice cream containers,” Chase explains. “For example, the 2023 Carton Council Design Guide excludes ice cream cartons from their recyclable categories.

“Also, the recyclability of these materials can vary significantly, according to the Sustainable Packaging Coalition's Centralized Study on Availability of Recycling. Paper ice cream tubs and cartons have ‘inconclusive findings’ regarding their recyclability. While some recycling facilities are equipped to separate and process these materials, many are not, often leading to inconsistent recycling outcomes. Given these challenges, the How2Recycle program labels these items as ‘Not Yet Recyclable’ to indicate their limited acceptance in curbside recycling programs and help consumers reduce contamination in the recycling stream.”

Blue Bunny is not the first ice cream brand to transition from paper to plastic packaging nor will it be the last.

“Many ice cream pints still use plastic-lined paperboard,” Chase points out. “As brands across the globe strive to meet evolving sustainability demands, PP plastic is becoming an increasingly popular option due to its widely accepted recyclability and market versatility.”

The new Twist pint containers are available available in seven soft-serve flavors, including strawberries & cream and mint chocolate, at retailers across the US. These include Walmart, Kroger, Food Lion, Albertson’s, Safeway, and Publix.