KIND® Snacks has announced the U.S. launch of its first curbside recyclable paper wrapper pilot, marking a major step toward the brand’s goal of ensuring “all packaging is designed for recyclability by 2030.” The innovation, made with “pulpable paper” and leveraging a How2Recycle pre-qualified paper type, will be available May 1 through October 1 at select Whole Foods Market locations in Connecticut, New Jersey, New York, Texas, southern California, Louisiana, Arizona, and Nevada.
“This new paper wrapper pilot is a direct result of [consumer] feedback. We’re proud to continue to lead the industry with bold, forward-thinking and innovative solutions, not just for our packaging, but across our entire product portfolio,” said Osher Hoberman, Chief Marketing Officer of KIND North America.
The pilot applies to KIND’s best-selling Dark Chocolate Nuts & Sea Salt single bars, giving consumers a “kinder choice – both on the shelf and for the planet.” It builds on KIND’s 2023 eCommerce pilot of a paper-based wrapper, which provided “a robust foundation of consumer feedback and performance insights, like preliminary shelf life, transit and machinability data.”
KIND’s technical packaging partner, Printpack, played a pivotal role in developing the new wrapper. “Developing a recyclable paper wrapper in less than two years demonstrates remarkable progress in sustainable packaging innovation,” said David Love, Chief Strategy Officer at Printpack. “This breakthrough sets a new standard for sustainable solutions in the food packaging industry and shows what’s possible when companies prioritize environmental stewardship.”
Sandra Lewis, Principal Packaging Advisor at Whole Foods Market, praised the initiative: “Through their innovative development of this recyclable paper wrapper, they’re fundamentally reimagining how snack foods can be packaged. Working together to bring this solution to our shelves represents a significant milestone in our mission to reduce single-use plastics.”
The curbside recyclable wrapper reflects KIND’s broader sustainability strategy. According to the brand, “this latest paper wrapper pilot will continue KIND’s legacy of leading the industry through projects and pilots grounded in science with scalability in mind.”
