KIND pilots fully recyclable paper wrapper for snack bars in the USA

USA – Leading snack brand Kind Snacks has launched its first curbside recyclable paper wrapper in the United States, marking a significant step toward achieving fully recycle-ready packaging in the snack bar category.

This pilot is part of the brand’s broader commitment to designing all its packaging for recyclability by 2030.

The new wrapper, made from pulp-based paper, uses a How2Recycle pre-qualified curbside recyclable material.

This innovation empowers consumers to make environmentally conscious choices—right from the store shelf to the recycling bin.

Starting May 1 through October 1, the new paper wrapper will be available exclusively at select Whole Foods Market stores across Connecticut, New Jersey, New York, Texas, Southern California, and in select locations in Louisiana, Arizona, and Nevada.

It will be used for Kind’s best-selling Dark Chocolate Nuts & Sea Salt single bars, while supplies last.

“Our collaboration with Kind represents a true paradigm shift in sustainable packaging,” said Sandra Lewis, Principal Packaging Advisor at Whole Foods Market.

“Through their innovative development of this recyclable paper wrapper, they are fundamentally reimagining how snack foods can be packaged. This partnership marks a major milestone in our efforts to reduce single-use plastics.”

This latest pilot builds on Kind’s initial 2023 e-commerce trial of a paper-based wrapper, which was available exclusively through kindsnacks.com.

The first phase provided valuable insights into consumer preferences and key performance metrics, including shelf life, transit durability, and machinability.

Over the past year, Kind and its partners have refined the wrapper based on those learnings to bring a fully recyclable solution to retail.

“At Kind, we’re constantly listening to our consumers. What we hear is clear—they want products that deliver exceptional quality and reflect their values,” said Osher Hoberman, Chief Marketing Officer of Kind North America.

“This new pilot directly responds to that feedback. We’re proud to lead the industry with bold, forward-thinking solutions—not just in packaging, but across our entire product portfolio.”

Packaging development partner Printpack played a critical role in engineering the recyclable wrapper.

“Bringing a recyclable paper solution to market in under two years is a remarkable achievement,” said David Love, Chief Strategy Officer at Printpack.

“It sets a new benchmark for sustainability in food packaging and proves what’s possible when environmental responsibility is a shared priority.”

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