Kind Snacks has introduced a curbside recyclable paper wrapper pilot program in the U.S.
The innovation marks a significant step in achieving a recycle-ready wrapper for the bars category while the brand continues to make progress toward its goal of ensuring all packaging is designed for recyclability by 2030.
Made with pulpable paper, Kind’s pilot will be leveraging a curbside recyclable, How2Recycle pre-qualified paper type. The material will help make it possible for consumers to recycle.
The paper wrapper will be on single bars of Kind’s Dark Chocolate Nuts and Sea Salt through Oct. 1 at select Whole Foods Market stores across Connecticut, New Jersey, New York, Texas and southern California and select stores in Arizona, Louisiana and Nevada.
“Our collaboration with Kind represents a true paradigm shift in sustainable packaging,” said Sandra Lewis, Whole Foods Market’s principal packaging advisor.
“Through their innovative development of this recyclable paper wrapper, they’re fundamentally reimagining how snack foods can be packaged. Working together to bring this solution to our shelves represents a significant milestone in our mission to reduce single-use plastics.”
The innovation builds on Kind’s pilot of a paper-based wrapper in 2023, which was an e-commerce trial available on kindsnacks.com. It gave the brand a foundation of consumer feedback and performance insights, such as preliminary shelf life, transit and machinability data.
“At Kind, we’re constantly listening to our consumers, and what we hear is clear – they want products that not only deliver exceptional quality but also align with their values,” said Osher Hoberman, CMO of Kind North America.
“This new paper wrapper pilot is a direct result of that feedback. We’re proud to continue to lead the industry with bold, forward-thinking and innovative solutions, not just for our packaging, but across our entire product portfolio.”
Kind’s technical packaging partner, Printpack, was instrumental in developing the latest version, which is a How2Recycle pre-qualified curbside recyclable wrapper.
“Developing a recyclable paper wrapper in less than two years demonstrates remarkable progress in sustainable packaging innovation,” said Printpack Chief Strategy Officer David Love.
“This breakthrough sets a new standard for sustainable solutions in the food packaging industry and shows what’s possible when companies prioritize environmental stewardship.”
Kind’s packaging goal, to help make all packaging designed for recyclability by 2030, is part of the brand’s overall sustainability strategy. This paper wrapper pilot will continue its legacy of leading the industry through projects and pilots grounded in science with scalability in mind.
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