Shake ‘N Bake Shakes Up Its Packaging

Inside the Kraft Heinz brand’s decision to eliminate the iconic shaker bag and save 900,000 pounds of plastic waste.

November 16, 2022

2 Min Read
While the outside box remains the same, the Shake 'N Bake "shaker" bag is no longer included with the packaging.Image courtesy of The Kraft Heinz Co.

Less is more, addition by subtraction…those cliches are spot-on for The Kraft Heinz Company’s sustainably driven decision to eliminate the clear plastic “shaker” bag from Shake ‘N Bake packaging. The bag was used across the portfolio of 11 stock-keeping units.

The  bag, which appears to be made of polyethylene, has been part of the brand’s story since the introduction in 1965.

That simple change is projected to eliminate 900,000 pounds of plastic waste, which is the weight equivalent of more than 270 mid-size cars.

In place of the bag, fans are encouraged to shake using a reusable container for adding that extra layer of crunch to their favorite recipes.

“As a family staple for over 50 years, we are proud to evolve with the world around us, ushering in a new effort to help our brand — and our fans – take steps toward a more sustainable future,” says Brianna Galvin, brand manager, Shake ‘N Bake. “While the ‘shaker’ bag is an important part of our legacy, our product is just as effective and delicious without the plastic waste, and we are excited for all the good to come from this simple, yet effective packaging change.”

Other than periodic graphics updates, it’s the brand’s first change inside the box across all these years, Galvin tells Packaging Digest.

It’s clearly a move away from a legacy of packaged convenience that stretches back to the 1960s done for the greater good of the environment.

Change driven by corporate strategy, research insights.

“In developing this project, we leaned into all of the insights that exist around consumers and their relationship with plastics,” Galvin explains. “Research shows that 86% of US consumers want to see companies lead in developing sustainable packaging solutions and 73% say they want to use less plastic but don’t know how.”

It’s also a direct result of Kraft Heinz's broader Environmental, Social and Governance (ESG) strategy, designed to prioritize the issues that matter most to the company’s business and stakeholders.

“Specifically, this works towards a goal to make 100% of our packaging recyclable, reusable, or compostable by 2025,” Galvin says.“We identified an opportunity and worked as quickly as possible to implement this change.”

Surprisingly, the now bagless-and-boxed packaging graphics design remains unchanged; wouldn’t it be helpful to inform consumers about the change and sustainable improvement?

“Change always comes with an adjustment but we look forward to ushering in a new effort to help our fans, along with our brand, take steps toward a more sustainable future,” Galvin tells us.While we don't have any external packaging updates to share at this time, we are exploring options for 2023.”

What also remains unchanged: the suggested retail price.


Sign up for the Packaging Digest News & Insights newsletter.

You May Also Like