Kind is redesigning its iconic plastic packaging into a sustainable paper wrapper, addressing environmental concerns while prioritizing customer experience. With a clear window displaying natural ingredients, this new packaging aims to ensure better recycling rates. Over two years, Kind collaborated with Printpack to ensure the new wrapper is durable, protecting the bars during transport. Kerri Clark, VP of Packaging R&D, highlights consumer expectations for sustainable solutions, emphasizing the need for packaging that meets higher standards without compromising functionality.
"There's an expectation from our consumer that we are delivering sustainable solutions, so I think the threshold that we have to meet is a bit higher."
"The paper track is about driving circularity, and improving recycling rates on our Kind bar wrapper."
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