PAKISTAN – Multinational food and beverage company PepsiCo, through its crisp brand Lay’s, has launched a new recycling and tourist awareness initiative in Pakistan’s Khyber Pakhtunkhwa province.
In an official press release, Lay’s announced its collaboration with the Kaghan Development Authority, Government of Khyber Pakhtunkhwa, to promote responsible waste disposal practices and increase awareness about recycling among tourists.
As part of this forward-looking initiative, Lay’s aims to collect used packaging from the scenic Northern areas of Pakistan during the bustling summer tourist season.
The collected packaging will be repurposed into sustainable tote bags and eco-friendly fashion items.
The campaign endeavors to combine the enjoyment of snacking with community engagement and responsible tourism practices.
As a part of this effort, Lay’s has strategically placed waste collection bins across 12 key tourist destinations, including mountainous regions, lakes, and other popular spots, in partnership with the Kaghan Development Authority.
These bins will collect discarded packaging, which will then be gathered by PepsiCo’s established recycling partner, Green Earth Recycling, and transferred to the upcycling partner organization, Dastan-e-Rumaan.
As an extension of the “Summer with Lay’s” campaign, Lay’s has organized consumer-focused activities in 50 tourist hotspots like Murree, Abbottabad, Naran, and Gilgit.
These activities include offering flavors inspired by local ingredients and emphasizing responsible packaging disposal practices.
Mohammad Khosa, Senior Commercial Director of Foods at PepsiCo Pakistan, emphasized the company’s commitment to a circular economy for plastics through effective collection and recycling efforts.
The effort is also in line with the company’s ‘PepsiCo Positive’ (pep+) global sustainability agenda.
Earlier, PepsiCo announced plans to replace plastic rings on its beverage multipacks with paper-based solutions across the US and Canada.
The company said that it is the first beverage company in North America to introduce a paper-based solution for multipacks that have traditionally featured plastic rings.
Following this announcement, PepsiCo Beverages North America will begin rolling out the new paperboard designs across the US later this year. The designs will be introduced in a phased manner, with a regional approach.
The effort builds on the beverage company’s existing progress in Canada, where the move to switch to paperboard designs has already begun.
This transition to recyclable paper packaging will be implemented for PepsiCo’s various brands, including Pepsi, Pepsi Zero, Starry, MTN DEW, and Gatorade, among other branded products. PepsiCo’s 7Up product in Canada will also be a part of this change.
The new paperboard packs, according to the company, feature a consumer-friendly branded design and will be easy to accommodate on marketplace shelves.
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