This Kraft Mac & Cheese Microwavable Cup is Being Tested
Michael Hemsworth — January 15, 2021 — Eco
References: kraftheinzcompany & foodbev
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.”
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.”
Trend Themes
1. Recyclable Fiber-based Packaging - As consumers become more environmentally conscious, there is a disruptive innovation opportunity for companies to develop recyclable and compostable packaging solutions using fiber-based materials to reduce plastic waste.
2. Direct Print Technology - Eliminating the need for plastic labels or components through direct print technology presents a disruptive innovation opportunity for companies to reduce packaging waste and provide more sustainable options to consumers.
3. Sustainable Packaging Options - As the demand for more sustainable packaging options grows, companies have an opportunity to innovate and offer eco-friendly alternatives to traditional plastic packaging that appeal to environmentally-conscious consumers.
Industry Implications
1. Food and Beverage - The food and beverage industry can incorporate recyclable and compostable fiber-based packaging materials to reduce plastic waste and create more sustainable packaging solutions for their products.
2. Packaging - Packaging companies can develop new technologies and materials to eliminate the need for plastic in packaging and create more sustainable options for their clients, helping to reduce plastic waste and appeal to eco-conscious consumers.
3. Retail - Retailers have an opportunity to offer more sustainable packaging options to consumers that appeal to their growing demand for environmentally-friendly products and demonstrate a commitment to reducing their environmental impact.
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