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# Recycled Chocolate Wrappers
Nestlé Australia Co-Created an Innovative Soft Plastic KitKat Wrapper

By Laura McQuarrie | Published 2021-03-15 | Eco
Source: Trend Hunter, https://www.trendhunter.com/trends/ktikat-wrapper
References: [candyindustry](https://www.candyindustry.com/articles/89611-nestlé-australia-co-develops-recycled-plastic-wrapper-for-kitkat) & [webwire](https://www.webwire.com/ViewPressRel.asp?aId=271522)

Nestlé is working towards its 2025 goal of reducing its use of virgin plastics by a third by introducing Australia's first soft plastic [KitKat](https://www.trendhunter.com/trends/mars) wrapper made with recycled content. The [prototype KitKat wrapper](https://www.trendhunter.com/trends/debatin) was created to work towards a circular economy and close the loop on soft plastic recycling, all the while keeping waste out of the landfill.

Working with a coalition of companies with a shared vision for a sustainable future, Nestlé created a solution that makes it possible for waste soft plastic to be collected and processed, then turned back into oil, and finally, realized as a prototype wrapper. Sandra Martinez, CEO of [Nestlé Australia](https://www.trendhunter.com/trends/new-kitkat-bar), says: "Between us, we have shown that there’s a pathway to solve the soft plastics problem. To build this at scale, across all states and territories, across hundreds of councils, is going to take a huge effort from government at all levels, from industry and from consumers, but I think it can be done."

## Trend Insights (Trend Hunter)

- Score: 4.1/10
- Popularity: 63% | Activity: 50% | Freshness: 10%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco)

## Key Themes

### Why This Trend Is Growing

- **Recycled Soft Plastic Packaging:** Nestlé's KitKat prototype wrapper paves the way for innovative recycled soft plastic packaging solutions.
- **Circular Economy:** Nestlé's soft plastic KitKat wrapper demonstrates the opportunities and benefits of adopting a circular economy model.
- **Sustainable Packaging:** Nestlé's use of recycled content in KitKat wrappers highlights the growing trend towards sustainable packaging solutions.

### Industries Being Reshaped

- **Food and Beverage:** The food and beverage industry can embrace recycled soft plastic packaging to meet sustainability goals and reduce environmental impact.
- **Packaging:** The packaging industry can benefit from the shift towards circular economy models and increased demand for sustainable packaging solutions.
- **Waste Management:** The waste management industry can explore innovative solutions for the collection and processing of soft plastics to support circular economy initiatives.

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