Babybel signals market shift with change to paper packaging
Babybel is rolling out its new paper outer packaging throughout 2026, after an initial UK launch in December 2025
Both companies have continued to push back against misleading environmental claims
In the fight to dispel misleading statements that damage the print and paper industries, Two Sides and Ecoveritas have warned against the dangers of these statements, along with the positive outcome that more media outlets are joining the fight against greenwashing.
Specialist in environmental compliance data, Ecoveritas is urging businesses to review their governance and risk management in relation to greenwashing, due to the damage it could cause to brands and businesses.
Ecoveritas says that the Competition and Markets Authority’s (CMA) plans to scrutinise eco claims in consumer goods, prove there’s no longer a hiding place for environmental corner-cutting.
The CMA’s recent survey and review into such claims could lead to government restrictions on ‘green claims’ on products like cleaning products, food and drink, and toiletries.
Recently Two Sides has responded to a positive example of the media fighting greenwashing, as the BBC highlighted the issue in its Radio 4 More Or Less programme.
The BBC investigated claims from toilet paper company Serious Tissues which ran a radio ad stating that 15% of global deforestation is purely from toilet rolls.
Two Sides says: “While More Or Less effectively highlighted the problem of greenwashing and the importance of certification for wood pulp products, they weren’t able to provide a definitive figure for the amount of trees used to service the world’s annual usage of toilet tissue.”
Following the programme, the organisation worked through statistics from the Confederation of European Paper Industries (CEPI) to estimate the percentage of the total global wood harvest used for making toilet paper.
The statistics showed the actual figure was estimated to be between 0.6% and 1.3%, far from the 15% figure used by Serious Tissues.
Following the programme Two Sides wrote to More Or Less with the statistic and reminded the programme of many important facts about deforestation and reforestation.
More Or Less convinced Serious Tissues to stop using its misleading information, demonstrating the increased volume of media outlets calling out greenwashing.
Serious Tissues has become a prime example of the brand damage Ecoveritas was alluding to with the arrival of the CMA’s clampdown on greenwashing.
Head of sustainability consulting at Ecoveritas, Kathy Illingworth, says: “With ‘green business’ topping many a boardroom agenda, it highlights the need for all businesses engaging in product promotions to undertake robust due diligence over the environmental credentials of their products. There is no longer any hiding place for environmental corner-cutting, overclaiming, or exaggerating claims.
“Our experience is that many businesses do not have sufficiently robust governance and processes for collection, verification, and review to ensure that information made publicly available is accurate.”
Illingworth concludes: “Honesty, transparency, and clarity keep businesses on track and away from the murky waters of greenwashing. It serves as another timely reminder for producers and marketers to check that their claims are truthful and accurate and don't risk misleading consumers about the environmental impact of the advertised product.”
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