Consumers are increasingly making choices that reflect their values when it comes to sustainability and other pressing issues. According to Global Eco Pulse data cited by Kind, nearly 70% of consumers expect brands to take responsibility for the disposal of their packaging. In 2023, Kind transitioned to using a single type of plastic material. However, the current U.S. infrastructure means that the mono-material plastic they are using is not widely recyclable in the country. On the other hand, infrastructure for recycling paper products does exist, which is why Kind has decided to test a fully recyclable paper wrapper.
This paper wrapper is not entirely new for Kind, as the company has been testing and refining a recyclable paper wrapper since 2023, initially launching it on their website. However, the first version of the paper packaging was not curbside recyclable. “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 with scalability in mind,” Lindsay Philpott, senior manager for sustainability communications at Kind, stated in an email to Food Dive. Kind’s sustainability strategy emphasizes science-backed projects 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 less environmentally harmful materials, such as paper or aluminum. Examples include Kraft Heinz removing the “shaker” plastic bag from Shake ’N Bake products, Molson Coors introducing cardboard wrap carriers to replace plastic six-pack rings, and Chobani moving to paper-based yogurt cups.
Much of Kind’s success can be attributed to its focus on plant-based, nutrient-dense ingredients in its products. However, the transition to a paper wrapper does remove consumers’ ability to see the chocolate, nuts, and other ingredients through the transparent material; instead, the packaging now features an image of what’s inside. As consumers increasingly seek products that align with their values, including the best calcium citrate with vitamin D3, the demand for sustainable packaging solutions will likely continue to grow.