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While the delicacy may not be as famed a dish in the UK and Europe, in the States Mac & Cheese is the pinnacle of fine dining, a beloved staple on US tables for over 80 years, as American as Mom’s apple pie and Capitol insurrection. Well, now the Kraft Heinz Company have announced a fresh revolution in its own Kraft Mac & Cheese by developing and testing the brand’s first-ever recyclable fibre-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 fibre-based cup currently being trialled is microwave safe and filled with – we’re assured – the same delicious Kraft Mac & Cheese US 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 fibre 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 labelling 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 fibre-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.”
This innovation supports the Kraft Heinz Company’s journey toward responsible, sustainable practices extending to every facet of our business including a commitment that aims to make 100% recyclable, reusable or compostable packaging by 2025.