British retailer Marks & Spencer is launching a chocolate wrapper that will grow into flowers.
The paper packaging is impregnated with seeds Candytuft flowers, which are known to attract butterflies.
The seeded packaging is being used on the new Milk Chocolate Praline Butterflies product, which has been launched by M&S for Mother’s Day on Sunday, March 14.
M&S packaging expert Helene Roberts said: "These chocolate butterflies are the gift that keeps on giving – once Mum has enjoyed the chocolates, she can plant the seeded paper and then enjoy the flowers and the butterflies that they attract.”
The Candytuft blooms are round heads of fragrant flowers, which come in a range of colours from white to red.
For a carpet of flowers around the garden, M&S suggests. the seeded paper should be cut into six squares and spread around the garden. The paper should be planted from March to May and will flower from June to August.
The retailer, which updated its Plan A ‘eco plan’ earlier this month, has committed to reducing food packaging by 25 per cent by 2012 – it announced that it has already achieved a 16 per cent reduction since 2007.
The Milk Chocolate Praline Butterflies will retail for less than A$10.
Source: Marks & Spencer