Upon testing completion, the brand will launch a new Mac & Cheese Shapes variety later in 2021 using the new cup and design. The fiber-based microwavable cup currently being trialed is microwave safe and filled with the same delicious Kraft Mac & Cheese that families know and love. In addition, the innovative 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 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,” says Matt Carpenter, Marketing Director at Kraft Heinz. “In our journey to develop our first recyclable fiber-based microwavable 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.”
Go here to learn more about fiber-based formats for can carrier handles.
Kraft Mac & Cheese already offers consumers the taste they love with no artificial preservatives, flavors, or dyes and this more sustainable microwavable cup is another step forward for the iconic brand. Watch for more information from Kraft on where and when the new Mac & Cheese Shapes variety, using the new cup and design currently in development, will be available later this year.
This innovation, notes the Kraft Heinz Company, supports a journey toward responsible, sustainable practices extending to every facet of its business, including a commitment that aims to make 100% recyclable, reusable, or compostable packaging by 2025.