Kraft Heinz has announced that Kraft Mac & Cheese is developing and testing the brand’s first-ever recyclable fibre-based microwavable cup.
Upon completion of the testing stage, the brand plans to launch a new Kraft Mac & Cheese Shapes variety later this year using the new cup and design.
Currently being trialled, the new microwave-safe cup is fibre- rather than plastic-based to be both recyclable and compostable in industrial composting facilities. In addition, the cup features new direct print technology, removing the need for a plastic label.
“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.
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