M. Dias Branco introduces Cream Cracker packaging made with recycled plastic

The best-selling Cream Cracker in Brazil, from the Vitarella brand, will have sustainable packaging.

Dias Branco partners with Valgroup, a company with over 45 years in the market, a reference in plastic production, transformation, and recycling; together, they introduce innovative multipack packaging for Vitarella Cream Cracker. The new package is comprised of recycled plastics, once bound for landfills, now able to be recycled again after use.

The partnership led to the creation of a solution for the wrap made from  mono-material BOPP, using post-industrial resin from the Deink process of de-inking, delamination and demetalization of plastic, breathing new life into materials that were previously deemed unrecoverable.

“We have set ambitious company-wide ESG goals. By endorsing this project, we reaffirm our belief that it’s possible to prioritize environmental stewardship while pursuing sustainable business expansion. We chose to spotlight Vitarella in this initiative, one among the more than 20 brands under M. Dias Branco, acknowledging the importance of promoting sustainable actions associated with the biscuit brand boasting the highest sales volume in Brazil. We are on an ongoing journey towards a more sustainable world, where every action is meaningful and every small step brings us closer to a better future for all.” Thiago Teixeira, Corporate Supplies Manager.

“Innovation with disruptive recycling technologies is part of a journey that began many years ago, in a company that has always had sustainability and innovation in its DNA. All of Valgroup’s efforts and projects over the last few years have been designed and executed as their guiding principle. This partnership with M. Dias Branco reinforces our decision to promote the circular economy for plastics.” – says Eduardo Berkovitz – Institutional Relations and Compliance Officer at Valgroup.

Strategic Sustainability Agenda

Based on the Strategic Sustainability Agenda, relaunched in 2022 and entitled “Our Commitments 2030”, the national leader in pasta and biscuits launched a set of 18 public goals aligned with the UN Sustainable Development Goals (SDGs), to be achieved by 2030. Some of the goals include using recyclable, compostable and/or biodegradable plastic materials in 100% of plastic packaging, as well as achieving zero waste sent to landfills across all operations.

About M. Dias Branco

Established in 1953, M. Dias Branco stands as a prominent Brazilian multinational within the food sector. The company is a signatory of the UN Global Compact, and its shares are traded on the Novo Mercado segment of the B3 stock exchange. The company’s roots trace back to the 1940s, with Padaria Imperial, an initiative by Manuel Dias Branco in Fortaleza (Ceará). Today, its operations generate more than 17 thousand direct jobs in different regions, reflecting its commitment to the country’s economic and social development. The Company operates 17 industrial facilities or complexes, seven of which have wheat mill structures. It also maintains 30 commercial branches, facilitating the distribution of its products throughout Brazil and to over 40 countries.

Headquartered in Eusébio (Ceará), M. Dias Branco is the Brazilian leader in biscuits and pasta. Following the acquisition of Jasmine Alimentos, in August 2022, the Company expanded its participation in the healthy food market, offering organic, functional, whole grain, gluten-free, lactose-free, and zero-sugar products. In October of the same year, it announced its first international acquisition, LasAcacias, from Uruguay, focused on the pasta segment, but which also has cake mixes and sauces in its portfolio.

The Company owns leading brands, such as Vitarella, Piraquê, Adria, Fortaleza, Richester, and Isabela, producing biscuits, pasta, flour, margarine, snacks and toast. In November 2021, the company acquired the FIT FOOD brand, marking its inaugural venture into the health food market. The brand offers products such as rice crackers, peanut butter, chocolates, and chips. Also noteworthy are the brands Frontera, for snacks, and Smart, for seasonings and condiments.

To find out more about M. Dias Branco, please go to: www.mdiasbranco.com.br

About Valgroup

For over 45 years in the market, Valgroup has become a reference in plastic production, transformation, and recycling. It operates in Brazil, Colombia, Spain, the United States, Italy, Mexico and Uruguay and has approximately 6,500 employees in 41 production plants and 7 logistics plants. It is a consolidated company that aims to improve society’s quality of life with innovative and sustainable solutions. It is one of the first companies in Brazil to sign the Global Commitment of the New Plastics Economy.