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Tribe’s instant breakfast Protein Muesli Pots land in Tesco in sustainable packaging

Tribe has launched a new protein muesli instant breakfast oat blend in Tesco, delivered in Greiner Packaging’s sustainable K3® pot.

“Consumers had been asking us for a high-protein natural breakfast,” says Tribe co-founder Rob Martineau, “So, having launched the product in pouches, we have now taken it into the ready-to-go instant breakfast cereal category.

Tribe’s instant breakfast oat blend is available in Raspberry Nut Crunch and Dark Chocolate & Hazelnut flavours. Packed with natural plant energy, gluten-free and suitable for vegans, each pot contains 10g of protein.

“Tribe’s proposition of ‘Natural plant energy. Fuel without compromise’, is all about great flavour, so we are proud to say that Tribe Protein Muesli Dark Chocolate & Hazelnut is the UK’s first protein breakfast to win a Great Taste Award.”

Sustainable packaging

“We were attracted to using Greiner Packaging’s perfectly recyclable K3® packaging due to its sustainability credentials,” says Rob Martineau. “The lightweight PP cup is wrapped in a cardboard sleeve which can be easily separated to enable recycling.”

“We are pleased to have helped Tribe take its new Protein Muesli instant breakfast porridge pots to market so quickly,” says Greiner Packaging UK & Ireland Sustainability & Innovation Manager Rachel Sheldon. “Our recyclable K3® plastic-cardboard cup is a perfect fit for the brand, and we are proud to see the new tasty product on shelf in Tesco nationwide.”

Fighting modern slavery

“Ten years ago, Tribe was inspired by ‘run for love’ – a 1,000 mile run to fight child trafficking, and we launched the brand at the end of 2015,” says Rob Martineau. “Our mission remains to end modern slavery, and the Tribe community has since raised more than £1.5m for our registered charity Tribe Freedom Foundation.”

“Tribe Freedom Foundation, in collaboration with the UK Independent Anti-Slavery Commissioner and Stop The Traffik, recently launched a project called ‘Foodies Fighting Slavery: An Agenda for Action for UK Food & Drink SMEs’ and we are delighted that it has been endorsed by all the major UK supermarkets.

“97% of the UK food and drink industry are small and medium-sized businesses. Despite wanting to take action, SMEs can feel powerless to understand how they can do more to fight slavery within their supply chains. ‘Foodies Fighting Slavery’ empowers tens of thousands of SMEs with practical tools and knowledge to combat the risk of modern slavery in their supply chains. We want to help the food industry to change.”

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Tribe chose Greiner Packaging’s recyclable K3® for the launch of its Protein Muesli product in Tesco.

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Notes to editors

About Tribe Tribe makes natural plant energy products for active lives, across breakfast, snacking and shakes. Tribe’s wider mission is to end modern slavery, and the Tribe community has raised more than £1.5m for its registered charity Tribe Freedom Foundation – Charity no. 1172251. About Greiner Packaging Greiner Packaging is a leading European manufacturer of plastic packaging in the food and nonfood sectors. The company has enjoyed a reputation for outstanding solutions expertise in the fields of development, design, production, and decoration for over 60 years. Greiner Packaging responds to the challenges of the market with two business units: Packaging and Assistec. While the Packaging unit focuses on innovative packaging solutions, the Assistec unit is dedicated to producing custom-made technical parts. Greiner Packaging employs a workforce of more than 5.000 at more than 30 locations in 19 countries around the world. In 2022, the company generated annual sales revenues of EUR 909 million (including joint ventures), which represents almost 40% of Greiner’s total sales.

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