Kraft Mac & Cheese Testing Recyclable Microwavable Cup
Kraft Mac & Cheese said it is developing and testing the brand’s first-ever recyclable fiber-based microwavable cup. Upon testing completion, the more than 80-year-old brand will launch a new Kraft Mac & Cheese Shapes variety later this year using the new cup and design.
The fiber-based microwavable cup currently being trialed is microwave safe. In addition, the cup will eliminate the plastic label through new direct print technology. The intent of the design change from plastic to fiber is to reduce plastic use and to be both recyclable and compostable in industrial composting facilities. Kraft said it is working with outside partners to certify and incorporate the appropriate recycling labeling to help consumers know exactly what to do with the packaging after they have enjoyed their meal.
“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,” said Matt Carpenter, marketing director at Chicago-based Kraft Heinz. “In our journey to develop our first recyclable fiber-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.”