Greenwashing in the cold chain: Unpacking the ice pack problem

In recent years, the global push toward sustainability has seen businesses across all sectors tout their eco-friendly credentials. But in the cold chain industry, greenwashing – the practice where companies mislead consumers about their environmental efforts – has emerged as a significant problem.

Many companies in the food industry – from meal prep subscription companies to direct-to-consumer (DTC) food deliveries – use ‘reusable’ cold chain products, in an effort to appear more environmentally responsible.

However, the reality is that much of what is currently being marketed as ‘sustainable’ is far from it. The prevalence of misleading claims is not only detrimental to the environment but also poses a reputational threat to the food brands using these cold chain products.

It’s time for the cold chain to adopt real sustainability, moving beyond greenwashing to embrace genuine environmental responsibility.

The reality of ‘reusable’ cold chain products

Ice packs are a key component of cold chain packaging and are often celebrated as a reusable, recyclable and sustainable solution in the industry. They’re commonly used by everyone from small food retailers to large meal kit delivery services to ensure products stay fresh.

But not all ice packs are created equal when it comes to environmental impact. While many are marketed as sustainable options, closer inspection reveals some key differences that directly impact their true ecological footprint.

One of the main issues arises with gel-based ice packs, which are among the most widely used. Gel packs are often composed of polymer derivatives, materials that, while effective in keeping contents cold, are not safe to dispose of down the drain or to use for purposes like watering plants, as some brands suggest. Despite this, many companies still market gel ice packs as environmentally friendly, creating a false sense of sustainability that can mislead eco-conscious consumers.

Many gel ice packs contain sodium polyacrylate, the absorbent polymer used in nappies. While effective at retaining moisture, this substance swells on contact with water, forming a thick gel that can clog household pipes and drainage systems, leading to costly damage.

Once in the water system, it also poses environmental risks, persisting as microplastics that contaminate soil and waterways. These particles may eventually re-enter the food chain through fish.

I recently came across gel ice packs provided with a cake delivery, along with instructions to reuse the contents to ‘water’ houseplants. While the brand may have intended to convey eco-responsibility, the recommendation highlights a disconnect between marketing and reality. Such well-meaning but misleading claims can ultimately harm a brand’s reputation and clash with consumers’ environmental values.

In contrast, water-based ice packs present a more sustainable alternative. These ice packs contain a natural substance – water – that is generally safe to drain and environmentally benign when disposed of responsibly. Additionally, water-filled ice packs often feature recyclable outer packaging, and many companies are now producing refillable options, supporting a circular economy by extending the product’s life cycle.

Water-filled ice packs are more versatile for consumers too. They can be refrozen and repurposed for personal use, such as keeping food cool on outings or during other deliveries. Their straightforward composition and ease of disposal align more closely with genuine sustainability efforts compared to gel-based options, making them a more viable solution for food retailers and consumers alike.

The consequences of greenwashing

Greenwashing doesn’t just harm the environment – it can also hurt businesses. In an age where consumers are more eco-aware than ever, brands need to be especially careful about the products they use and the claims they make.

Brands are all too aware that sustainability is no longer just a nice-to-have feature of a product – or its packaging, particularly with younger consumers. A McKinsey & Co., consumer sentiment survey ​showed that more than 60% of respondents would pay more for a product with sustainable packaging.

Eco-conscious consumers are increasingly skeptical of brands that make hollow sustainability claims, and greenwashing conflicts with the increasingly important values of these consumers. If a brand’s environmental promises don’t align with reality, customers are likely to cut ties quickly.

Once a brand’s environmental credentials are questioned, trust is eroded. This can be particularly damaging for food brands that rely on consumer trust to sell high-quality, ethically sourced products.

It’s also important to consider the broader context. Many companies are working hard to remove plastics from their supply chains in favour of materials like paper or bioplastics.

While this might seem like a step in the right direction, it’s often an overly simplistic approach. Paper, while renewable, still has significant environmental implications, particularly when overused. And bioplastic, though derived from renewable sources, often fails to break down as expected and can still contribute to waste issues.

Safety concerns in the cold chain​

Beyond the issue of sustainability, there’s also a safety concern when it comes to cold chain products. Water-based ice packs are often marketed as environmentally safe, but not every cold chain packaging company ensures the water used in these products is food-grade or properly tested. This means that these packs could harbour harmful bacteria, posing a risk if they leak or burst during transit.

This is a scenario that food retailers cannot afford to ignore, especially as consumer awareness of food safety grows. Ensuring that the cold chain packaging used is both safe and sustainable is essential to maintaining product integrity and customer trust.

The circular economy: A missed opportunity?​

One of the biggest missed opportunities in the cold chain industry is the lack of real effort toward a circular economy. The focus has largely been on disposable or so-called reusable products, but in many cases, these are not truly recyclable or reusable in the way consumers are led to believe. Rather than creating products that can be used multiple times without environmental harm, many companies are perpetuating a throwaway culture. This is not only environmentally unsustainable but also undermines the long-term viability of the cold chain industry.

Genuinely reusable and recyclable products need to be developed and adopted on a wider scale – especially as the cold chain packaging sector is anticipating further growth. Recent data from insights from Statista shows that by 2029, the number of users in the UK meal kit delivery market is expected to amount to 2.3m.

The cold chain packaging sector will need to help support this demand by creating ice packs and other cold chain packaging that can be returned, refilled, or recycled in a way that minimises waste and environmental impact.

Moreover, food and drink brands need to scrutinise the sustainability claims of their current and potential cold chain partners to ensure they align with their own environmental values.

A call for transparency and responsibility​

The cold chain industry has a significant role to play in reducing environmental impact and brands using these products must demand more from their suppliers. Transparent supply chains and genuinely sustainable products are not just nice-to-haves, they are critical for the future of both the environment and the businesses involved.

For food and drink brands, it’s crucial to look beyond the marketing spin and examine the actual sustainability credentials of the cold chain products they use. Are the materials truly recyclable? Is the water in those ice packs food-grade? What happens to the product at the end of its life cycle? These are the questions that need to be asked – and answered – if the industry is to move toward real environmental responsibility.

In other news, Welsh-based seafood company Three-Sixty Aquaculture has completed a £3.5m series A funding round.​​