Eight of the 10 largest travel retail and duty free operators have backed Travel Blue’s Our Blue Way sustainability initiative, the travel accessories brand has said.

Launched earlier this year, Our Blue Way is a commitment that at least 50% of the firm’s products sold in 2023 will be made from recycled or recyclable material. Travel Blue will increase this proportion as technology develops.

Eight travel retailers are now stocking the brand’s sustainable pillows, which feature a cover made with 94% recycled materials and 100% recyclable foam, presented in 100% recycled packaging.

Travel Blue is seen as a leader in recycling and sustainability, and 25 years ago became the first company in the sector to introduce recycled cardboard packaging. It also claims to be the first to adopt soy-based ink.

The business is committed to making its range more sustainable as quickly as possible, while absorbing additional costs.

“Our Blue Way was welcomed with open arms from day one by our retail partners,” said Daniel Levin, Travel Blue Group Managing Director.

“We have been delighted by our customers’ response and the immediate support for the initiative. 

“Our Blue Way received a great reception at TFWA APAC [Asia Pacific Exhibition & Conference], a great opportunity to engage our customers with individual products, discuss our overall mission and the global importance of Our Blue Way.” 

‘Forward thinking’ approach

Denny Hui, King Power Thailand Senior Vice President, added: “We are long-term business partners with Travel Blue Group and fully support this forward-thinking sustainability initiative.”

Ramesh Cidambi, Dubai Duty Free Chief Operating Officer, commented: “We have worked with Travel Blue Group for many years and are delighted to be able to provide consumers with a market-leading range of sustainable products.”

Levin continued: “Our core values are innovation, sustainability and social responsibility. 

“Today’s travellers focus on environmental responsibility and make informed purchasing decisions.

“We want to support them without increasing prices, therefore ensuring our customers’ continued business success.

“Supported by our amazing team, we will drive the business forward, offering consumers innovative products that fulfil their needs, whilst giving operators an enormous opportunity to embrace a sustainable future.”

Last month, Levin told TRBusiness how Travel Blue is innovating quickly to fulfil accelerating consumer demand as travel resumes.