Dive Brief:
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Kind Snacks is introducing a paper wrapper for its popular Dark Chocolate Nuts & Sea Salt single bars this summer in an effort to enhance the recyclability of its packaging.
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The paper packaging will be initially available at select Whole Foods stores in the Northeast, southern California, and Texas regions from May 1 to Oct. 1.
- Kind aims to make all of its packaging recyclable by 2030 and is exploring other paper materials that can be recycled on a larger scale.
Dive Insight:
Consumers are increasingly prioritizing sustainability when making purchasing decisions. According to data from Global Eco Pulse, nearly 70% of consumers expect brands to take responsibility for packaging disposal.
Kind shifted to a single type of plastic material in 2023, but the current U.S. infrastructure does not widely recycle the mono-material plastic it uses.
However, there is existing infrastructure for recycling paper products, prompting Kind to test a fully recyclable paper wrapper.
Kind has been working on developing a recyclable paper wrapper since 2023 and has made improvements to ensure its recyclability. The initial paper packaging was not curbside recyclable.
Lindsay Philpott, senior manager for sustainability communications at Kind, emphasized the brand’s commitment to science-backed sustainability projects and pilot programs.
Other major food companies have also introduced packaging innovations to reduce the use of plastics, opting for materials like paper or aluminum.
Kind’s sustainability strategy focuses on science-based initiatives in sourcing and packaging to reduce environmental impact.
The paper wrapper conceals the ingredients inside the bar, featuring a picture of the contents on the packaging.