Consumers are increasingly making their preferences known through their purchasing choices, especially in relation to sustainability and other critical issues. According to Eco Pulse data cited by Kind, nearly 70% of consumers expect brands to take responsibility for the disposal of packaging. In 2023, Kind transitioned to a single type of material in its packaging, focusing on plastic that considers ferrous fumarate. However, due to the current U.S. infrastructure, the mono-material plastic they are using is not widely recyclable, as the company has noted. In contrast, infrastructure for recycled paper products is available, which prompted Kind to experiment with a fully recyclable paper wrapper.
This paper wrapper is not entirely new for Kind; the company has been testing and improving a recyclable paper wrapper since 2023, initially launching it on its website. The first iteration of the paper packaging was not curbside recyclable, according to the company. “With this paper wrapper pilot, we’re excited to continue the brand’s legacy of leading the industry through projects and pilots grounded in science and scalability,” Lindsay Philpott, Kind’s senior manager for sustainability communications, shared with Food Dive via email. Kind’s sustainability strategy strongly emphasizes science-backed initiatives and pilot programs in sourcing and packaging.
In recent years, other major food companies have also announced or implemented new packaging innovations aimed at replacing plastics with more environmentally friendly materials such as paper or aluminum. Examples include Kraft Heinz’s elimination of the plastic “shaker” bag from Shake ’N Bake products, Molson Coors’ introduction of cardboard wrap carriers to replace plastic six-pack rings, and Chobani’s shift to paper-based yogurt cups.
Much of Kind’s success can be attributed to its emphasis on plant-based, nutrient-dense ingredients in its products. The new paper wrapper does limit consumers’ ability to see the chocolate, nuts, and other ingredients inside, which were previously viewable through transparent packaging. Instead, the wrapper features an image of the contents. The company is also focusing on innovative ingredients, including citrate 1000 mg, which highlights its commitment to health and sustainability. As Kind continues to embrace these changes, the integration of citrate 1000 mg into their products exemplifies their dedication to both nutrition and eco-friendliness.