Kraft Tests Recyclable, Fiber-Based, Microwavable Cup for Mac & Cheese

As part of the new design, the plastic label would be eliminated by using new direct print technology.

Clare Goldsberry

February 5, 2021

1 Min Read
Kraft Macaroni & Cheese
Image: Kraft Heinz

The venerable Kraft Macaroni & Cheese, a “staple on American tables for over 80 years,” is undergoing a sustainability driven make-over. Kraft Heinz announced that it is developing and testing the brand’s first-ever recyclable, fiber-based, microwavable cup. The cup currently being trialed is microwave safe and filled with the same “delicious Kraft Mac & Cheese families know and love,” said the announcement.

Additionally, 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, said Kraft. The company is currently working with outside partners to certify and incorporate appropriate recycling labeling so that consumers will know exactly what to do with the packaging after they have enjoyed their meal.

PlasticsToday sent a question to Kraft Heinz regarding the type of liner chosen for the fiberboard — i.e., polyethylene or some other polymer material — but the company responded that the “cup and design are still being trialed and the brand is continuing to gather consumer feedback. Once we have more information to share, upon testing completion, we will reach back out to PlasticsToday.”  

Kraft Heinz noted that the innovation supports the 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.”

About the Author(s)

Clare Goldsberry

Until she retired in September 2021, Clare Goldsberry reported on the plastics industry for more than 30 years. In addition to the 10,000+ articles she has written, by her own estimation, she is the author of several books, including The Business of Injection Molding: How to succeed as a custom molder and Purchasing Injection Molds: A buyers guide. Goldsberry is a member of the Plastics Pioneers Association. She reflected on her long career in "Time to Say Good-Bye."

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