Nestlé Japan is replacing KitKat’s shiny plastic wrappers with more sustainable matte paper that buyers will be encouraged to use for origami. The new packaging will be launched later this month, starting with its original, Matcha and dark chocolate mini bars. Japan is KitKat’s largest market, with around 4 million units sold each day. The move will cut Nestlé plastic use down by 380 tons per year. It’s part of the brand’s pledge to make 100% of their packaging recyclable or reusable by 2025.

Kudos on a step in the right direction. Two takeaways for your team:

💡End of excess. Last year, Nestlé was identified by Greenpeace as one of the world’s biggest plastic waste producers. But the brand is on a mission to change that; back in July it launched what it claims is the world’s first recyclable paper candy wrapper, and it is phasing out plastic straws from its products. These are bold moves from a brand that has much work to do when it comes to playing its role in a sustainable future. The key point for you: if Nestlé is moving in the right direction, you won’t be able to avoid expectations that you do the same. 

💡Heritage chic. Candy bar packaging usually has a bright, glossy finish that is designed to catch the eye. So in an effort to attract consumers to buy the new matte version, Nestlé included instructions on how to fold the paper into the iconic origami crane, a traditional Japanese messenger of thoughts and wishes. Talk about a culturally relevant (and sustainable) innovation! We wrote about HERITAGE CHIC way back in 2016, but it’s still as relevant as ever. How can you embed local heritage and tradition in what you do, and can you use that as a springboard towards a more sustainable offering?