This Kraft Mac & Cheese microwavable cup is being tested by the brand in an effort to bring about a more eco-friendly packaging solution and help eliminate the need for plastic alternatives. The packaging is being trialled now and makes use of direct print technology to further eliminate the need for plastic labels or components. The packaging is capable of being recycled or composted in industrial composting facilities to make it suitable for municipal pickup where available.
Marketing Director at Kraft Heinz Matt Carpenter spoke on the new Kraft Mac & Cheese microwavable cup saying, "Consumers are at the heart of everything we do and we know they’re looking for more sustainable packaging options without sacrificing the convenience or taste they love from Kraft Mac & Cheese. In our journey to develop our first recyclable fibre-based microwavable Kraft Mac & Cheese cup, it was critical to partner with fans who share our passion. Their invaluable feedback is helping to create packaging solutions with both today’s consumer and future generations in mind.”