Kind launches fully recyclable paper wrapper
Kind’s commitment to ensuring all its packaging is designed for recyclability by 2030 is part of its broader sustainability strategy.
USA – Kind Snacks, a brand under Mars, has launched its first pilot program for a fully recyclable paper wrapper in the U.S.
This initiative represents a major advancement towards creating a recyclable wrapper for snack bars, as the brand aims to make all its packaging recyclable by 2030.
The new wrapper is made from pulpable paper and is designed to be curbside recyclable, following the How2Recycle guidelines, making it easier for consumers to recycle.
The Kind paper wrapper will be available at select Whole Foods Market locations in Connecticut, New Jersey, New York, Texas, southern California, and some stores in Louisiana, Arizona, and Nevada from May 1 to October 1, while supplies last, specifically for Kind’s popular Dark Chocolate Nuts & Sea Salt single bars.
Whole Foods Market’s Principal Packaging Advisor, Sandra Lewis, noted that this collaboration signifies a major shift in sustainable packaging, as Kind redefines how snack foods can be packaged and contributes to the mission of reducing single-use plastics.
This new initiative builds on Kind’s earlier 2023 pilot of a paper-based wrapper, which was tested exclusively through its eCommerce site.
The initial pilot provided valuable consumer feedback and performance data, which informed the development of this improved, fully recyclable wrapper now available in stores.
Osher Hoberman, CMO of Kind North America, emphasized that the new paper wrapper pilot is a response to consumer demand for high-quality products that align with their values.
He expressed pride in leading the industry with innovative solutions across their product range.
Printpack, Kind’s technical packaging partner, played a crucial role in creating this new How2Recycle pre-qualified wrapper.
Printpack’s Chief Strategy Officer, David Love, highlighted the rapid development of a recyclable paper wrapper as a significant achievement in sustainable packaging innovation, setting a new benchmark for the food packaging industry.
Kind LLC, operating under the name Kind Healthy Snacks and stylized as KIND, is a snack food company located in New York City. It was established in 2004 by Daniel Lubetzky and has been a subsidiary of Mars Inc. since 2020.
Kind offers a variety of eight product lines, including Kind Fruit & Nut, Kind Plus, Kind Nuts & Spices, Kind Healthy Grains Bars, Kind Healthy Grains Clusters, Strong & Kind, Kind Breakfast, Pressed by Kind, and Kind Frozen.
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