Kraft Mac & Cheese, a staple on American tables for more than 80 years, is developing and testing its first-ever recyclable fiber-based microwavable cup. Upon testing completion, the brand will launch a new Kraft Mac & Cheese Shapes variety later in 2021 using the new cup and design.
The fiber-based microwavable cup currently being trialed is microwave safe. In addition, it 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 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 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.”
Watch for more information from Kraft on where and when the new Kraft Mac & Cheese Shapes variety, using the new fiber-based cup and design currently in development, will be available later this year.
This innovation supports the Kraft Heinz Company’s journey toward responsible, sustainable practices extending to every facet of its business including a commitment that aims to make 100 percent recyclable, reusable or compostable packaging by 2025.