Rethinking Responsibility: Our Journey Toward Sustainable Packaging at Metulas Supplements

Our current packaging is recyclable ... but we can do better!

Last night, I watched the Netflix documentary Buy More, and it stayed with me long after the credits rolled. The documentary pulls back the curtain on the strategies global giants like Amazon use to fuel endless consumerism - strategies that are not only deeply manipulative but environmentally destructive. What was even more sobering was the segment exploring the myth of recyclable packaging.

It hit home. Hard.

As the founder of Metulas Supplements, I’ve always believed in offering high-quality products that truly support people’s health. But the truth is, we haven’t looked deeply enough at what happens after our products are used.

Our drink mixes are sold in recyclable plastic tubs - but beyond placing that symbol on the bottom, we have very little visibility on where those tubs actually end up. Are they recycled? Do they end up in landfills? Are they incinerated? We don’t know - and that ignorance doesn’t sit well anymore.

The documentary introduced the concept of ‘end-of-life’ strategy - something shockingly absent in most corporate product lifecycles. Products are designed to sell, not to conclude their journey responsibly. Once the customer has clicked Buy Now, the environmental burden silently transfers to them. It’s a convenient corporate amnesia.

And I realised, we’ve been guilty of that too.

A Moment of Accountability

This isn’t a finger-pointing exercise at corporations. It’s an invitation for introspection. If we want to be a truly conscious business, we can’t just focus on what’s inside the tub - we need to take full responsibility for the tub itself. That means looking at our packaging, our supply chain, and the environmental footprint we leave behind.

At Metulas Supplements, we’ve started doing just that. And I want to share that journey, openly, honestly, and without pretending we’ve already figured it all out.

The Problem with Our Current Packaging

Our drink mixes are highly hygroscopic. In layman’s terms, they absorb moisture from the air incredibly easily. That means they require airtight, moisture-resistant packaging to maintain product integrity and shelf life.

We currently use sturdy plastic tubs that are technically recyclable. But here’s the kicker - technically recyclable doesn’t mean actually recycled. According to data presented in the documentary, a vast amount of recyclable plastic never makes it through the recycling process due to contamination, lack of processing infrastructure, or economic inefficiencies in recycling certain materials.

So while we’ve reassured ourselves that we’re doing our bit by using recyclable plastic, the truth is, it’s not enough. We’re still contributing to the problem.

Exploring a Better Solution: The Pouch Dilemma

We began researching alternatives, and one promising option emerged: recyclable pouches. These are lighter, smaller, and significantly reduce the carbon footprint of shipping and packaging. The pouch format also eliminates the need for bespoke boxes when shipping - meaning less waste and fewer materials overall. Better yet, pouches can be posted in standard letterbox-friendly envelopes, reducing delivery emissions and simplifying the customer experience.

But - there’s always a but - most fully recyclable pouches are made of paper or compostable materials that do not provide adequate moisture protection for our highly sensitive formulas. We tested a few, and unfortunately, the shelf life and product quality were compromised.

We have found a manufacturer offering an innovative hybrid pouch. It’s not only suitable for hygroscopic powders but also comes with a pre-paid return address printed right on the packaging. After use, the customer can simply pop the empty pouch into a regular letterbox, and it’s returned to the supplier for proper recycling or reuse.

It sounded perfect. But another question emerged: Will people actually send them back?

The Transfer of Responsibility

The real problem isn’t just about materials or technology - it’s about mindset. Most companies, whether small or massive, pass the burden of environmental responsibility onto the customer. An attitude of 'We package our products in ‘recyclable’ materials and then wash our hands of it.'

But we’re trying to change that.

At Metulas, we’re committed to eliminating that silent hand-off. We want to remove friction wherever possible. If someone wants to recycle or return our packaging, we want it to be effortless. No printing labels. No trips to the post office. Just drop it in a letterbox. That’s the level of ease we need to aim for if we truly want behavioural change.

Still, behavioural change is unpredictable. People are busy. Life gets in the way. Even with pre-paid returns, there’s no guarantee that our customers will take the extra step. That’s why we’re not just changing packaging - we’re evolving our values and practices around ownership.

Small Business, Big Ethics

We’re not Amazon. We’re not Apple. We’re a small UK-based supplement company doing the best we can with the resources we have. But that doesn’t exempt us from striving for better.

In fact, maybe it gives us more power.

Small businesses can innovate without the red tape. We can pivot faster. We can talk to our customers directly. And we can hold ourselves to account in a way that doesn’t require a scandal, a whistle-blower, or a viral documentary to trigger change.

Our customers deserve transparency. And the planet deserves action.

What’s Next for Metulas

We’re currently testing the pouch system, gathering feedback, and preparing to make the shift across our drink mix product line if all checks out. We are also:

• Exploring UK-based closed-loop recycling partners

• Investigating refill stations for local stockists

• Looking at carbon-neutral shipping options

• Calculating lifecycle footprints for all packaging

• Developing educational content on disposal and sustainability for our customers

  
  

This is not just a logistical shift—it’s a cultural one. We’re questioning every part of our supply chain, every assumption we’ve made, and every point of impact our product has from manufacture to disposal.

Join the Conversation

This isn’t a story of perfection - it’s one of progress. We’re going to make mistakes. We’re going to trial things that don’t work. But we’ll keep going.

Because we believe that sustainability isn’t a marketing slogan. It’s a responsibility. One we all share.

If you’re a customer, a packaging expert, or just someone who’s passionate about environmental solutions - we’d love to hear from you. What would make it easier for you to return your packaging? What innovations have you seen that truly work?

Let’s co-create a more conscious system. Let’s stop cutting our ties to the planet the moment the sale is complete.

Because sustainability shouldn’t end at checkout.

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