If anybody missed it, a few days before Earth Day last month, Pepsico FritoLay gave an interesting glimpse into its new packaging for its SunChips brand in a splash of TV ads. Spot: An empty SunChips bag slowly deteriorates on the ground before the viewer’s eyes. Upshot: The biodegradable bag is imminent.
SunChips will be packaging its healthier-for-you snacks in organic, increasingly compostable bags over the course of the year. The company is slowly rolling out its new packaging and has set a target date: a fully biodegradable bag to coincide with Earth Day 2010. A recent MediaPost article, “SunChips Rolling Out Compostable Package,” had the skinny on the story.
Print, TV and Internet ads are running now and coincide with the statement found on SunChips current packaging: “Renewable materials make up 33% of this bag”. Ads in People magazine and point of sale materials in grocery stores will contain swatches of the new biodegradable packaging material, made of corn-based polylactic acid (PLA), along with information on how to compost it.
By Earth Day 2010, SunChips bags will completely biodegrade in about 14 weeks. . .if placed in a true compost bin. . .giving rise to some controversy, as might be expected. Still, this isn’t your old snack bag that lives for an eternity in landfills. Given the sheer number of snack foods consumed around the globe, I think this is a logical category for compostable packaging consideration.
For FritoLay, the challenge is to be able to source enough of the biodegradable material to package all of its snack lines. That will take time and considerable investments in new technology. Due to the breadth of FritoLay’s snack lines, it is imperative to achieve economies of scale if this is going to work.
For now, SunChips is the logical place to start, given limited supplies of biodegradable PLA, at present and the brand’s core assets. SunChips’ constituents correlate healthier eating with a healthier planet. Thomas Oh, director of the SunChips brand is quoted in the article: “From an organizational standpoint, SunChips is the lead brand for communications around sustainability initiatives.” Exactly.
More and more CPG companies are getting involved with sustainable packaging initiatives. It makes sense if–as this article points out–enough biodegradable or recyclable materials can be sourced and if it can be developed in a cost effective manner. There’s much to be considered here; not all of it is visible to the eye. Saving on raw, virgin materials is important. Using renewable resources or reusing current materials rather than adding to the waste stream does make sense.
But saving energy does, too. And if it takes too much energy to achieve some of these new packaging ideas, it’s far too costly in more ways than one. And let’s face it: the costs do get passed on to consumers and there is just so much people will pay for products, green or not. But bit by bit, idea by idea, aided by new pioneering technologies, packaging is going in the right direction.
Questions:
* As a consumer, are you willing to spend a bit more when buying snacks as well as other foods/beverages in compostable packaging?
* If so, would you consider purchasing and using a small composter?
* Do you think recyclable packaging or compostable packaging makes more sense in the future? Why?
I’d love to hear from you.
Related posts:
Ted, addition of a biodegradeable bag is smart branding and ties really well into Sunchips’ healthier image. Here’s a question for you. Do you see a build up of “green” fatigue? I don’t have any research or data to back this up, and could be all wet, but with everything going green these days, I bet consumers would “say” a biodegradeable bag is important, but will this change their buying behavior? How many would choose a bag of SunChips in a biodegradeable bag vs a different kind of chips in a bag made of non-renewable materials?
Excellent observations and questions, Paul. In regard to packaging: no, I do not see green fatigue as setting in. Since literally every product is packaged around the world, recycling and biodegradable issues are going to remain front and center.
You’re right. It makes perfect sense to pioneer biodegradable packaging for a brand like SunChips. Its customers are more likely to expect it and care about it. To your point: while it’s PC to say biodegradable packaging is important, but actually make it a point to purchase products packaged that way is quite another debate.
I’ll say this: when looking at Lays chip fans–some of them would like to see greener packaging while others could likely care less–the decision has already been made. And I suspect that even less environmentally conscious customers will like it once it’s been implemented, though. After all: it has to make consumers feel better about indulging in their favorite snack and knowing that the bags they throw away won’t add to the growing waste stream problem by living forever.
Thanks, Paul, for asking such important questions. I appreciate it.
I love that these companies are starting to consider what they are doing to our future, and our children’s future!
I recently heard about a company, http://www.ecoproducts.com , who produce cups and take-a-way containers which are ‘compostable’ as these bags are. I know the retailers would need to spend more to use this packaging, but I would be willing to pay for it!
I just bought an at-home composter (from Costco) and I’m hoping to educate my children on leaving a smaller footprint!
Thanks for sharing the info about SunChips – I’m likely to purchase them JUST because they are thinking ‘green’!
* As a consumer, are you willing to spend a bit more when buying snacks as well as other foods/beverages in compostable packaging?
Yes.
* If so, would you consider purchasing and using a small composter?
Yes.
* Do you think recyclable packaging or compostable packaging makes more sense in the future? Why?
The energy cost savings alone justify the products are truly compostable.
As for Paul’s contention of green fatigue, I don’t feel it at all. I think many people realize we need to reduce waste and be more energy efficient.
I am speaking for myself here in saying that I do not feel green fatigue. On the other hand, if it becomes (or already has) become a band wagon onto which every marketer clamors aboard regardless of the veracity of the green claims then we have a real problem.
Nobody wants to be bombarded with green messages and have to always try to figure out which claims are valid and which are “green washing.” If that is the way things are going then Paul’s concern is certainly valid.
If everything is green whether it really is or not, then nothing is green and people stop seeing the color green. It blends in with the background and they just make their purchase choices on other criteria.
Thanks, Abra, for letting Daily Fix readers know about more viable products coming onto the market that are compostable. I expect this process to speed up. When you consider the sheer amount of packaging and disposable paper goods in the market today, it makes perfect sense to find solutions such as these. And kudos to you for composting at home. More people are doing that, too. BTW: with the resurgence of home produce gardening again, composting kitchen scraps is a great way to fertilize those beds!
Thanks for weighing in, Neil, as always. You’ve made a good point about green claims. Green washing does go on and causes confusion for consumers. Having said that, imposters are usually quickly discovered, and thanks to the Internet, just as quickly discredited. This behooves companies to really be scrupulous and honest about the claims they make. . .otherwise they will pay the price with the customer. As to green fatigue, with so many companies jumping on the band wagon now, Paul is questioning whether all of these messages are just going to be tuned out. As I responded to him, I don’t think so. As to every consumer product company doing it, my answer is “Great. The more the better. We can cut down drastically on landfill waste, recycling amounts and litter that dots our highways and byways, taking a huge amount of time to break down. All good.” As you said, Neil, when most companies adopt greener practices, other criteria will be employed by consumers in making their final purchase decisions, besides environmental concerns. This is the nature of an evolving marketplace.
I have to say, though, in my experience their is a limited (though growing) segment of people that care about green issues. They are becoming more educated and aware of the importance of these matters.
In my experience, these consumers tend to do their research. I hope that can help keep the companies honest about their claims.
As I have mentioned before, you do not have to be an environmentalist to be concerned about green issues. You can recognize that waste is bad on a number of levels.
Wastefulness is tacky as well. Let’s take a small matter, littering. Almost all reasonable, respectable people think littering is tacky at the very least. Most of us would feel a bit of justified contempt for someone who casually tossed something on the sidewalk.
Neil,
Interesting observations about a “limited (though growing)segment of people that care about green issues”. You’re right. Ironically, younger people are less attuned to this than mature adult demographics. This according to IRI’s latest research. DF readers might like to check this out for themselves:
http://us.infores.com/Insights/Publications/TimesTrends/tabid/106/Default.aspx.
Loved your statement: “. . .you do not have to be an environmentalist to be concerned about green issues. You can recognize that waste is bad on a number of levels.” Exactly. Thanks, Neil, for adding your thoughts. I appreciate it.
Of course, I meant “there is” not “their is.”
I was surprised at first when you said that young people were less attuned to this sort of thing.
Then it occurred to me that the baby boomers really got this thing going. Think of Alice Waters, organic, local produce, food coops, the whole foods movement, the environmental movement, etc.
I hope the baby boomers follow-through on what they started and successfully get other generations more involved. I am so-called Generation X and a lot of us are attuned to this but not enough. I think the same goes for all the generations. We all need to be educated, aware, and involved for good things to happen!
If you take a moment to read parts of the IRI research report, Neil, you’ll see that younger people have the notion that “green” is healthier and better. However, they’re not sure what that really means. As is the case with everything else, they will need education. As you point out, awareness and education are both necessary components to our making better lifestyle choices.
Ted, the link does not seem to lead to a report. I’d love to read it.
Neil: Try this one:
http://us.infores.com/Insights/Publications/TimesTrends/tabid/106/Default.aspx
Neil,
Sometimes when you go to these links, I recall that you have to sign up to read the reports. So I thought I’d post some paraphrased comments on the report I cited instead from a recent article I wrote:
IRI’s report tracked consumer behavior in eight distinct demographic segments and the following green segments: organic, Fair Trade commodities, and eco-friendly products. While sales to hard-core eco-centric consumers fell 6.6% in 2008 largely due to price increases, “respectful stewards” increased spending on environmentally friendly products by 15.5% and “proud traditionalists” by 8.4%. This helped buoy sales up 4.1% for the year, signifying that previously less green consumers are climbing what IRI refers to as “the green adoption curve”.
IRI’s eight green consumer groups:
* Eco-centrics. “Green” is the chosen way of life for these consumers; they are well-informed, active and ardent supporters of green products.
* Respectful stewards. Idealistic, community-focused consumers who see value in paying more for products that are green.
* Proud traditionalists. Hard-working, family-focused consumers who focus on having environmentally-conscious homes and experiment with green products.
* Frugal earth mothers. Lower income female consumers who look for savings while also looking for more prudent, wholesome products for their families.
* Skeptics. Men who are highly educated and earn high incomes; who are also skeptical about the benefits of purchasing green products.
* Eco-chics. Young adult consumers who think being green is hip. They’ll buy on impulse; they’re early adopters but haven’t delved deeply into environmental issues.
* Green naives. Younger, lower income consumers who haven’t made the correlation between cause/effect and environmental responsibility.
* Eco-villains. Middle income male consumers; couldn’t care less about any environmental issues and dismiss environmental concerns outright.
Hope this helps, and thanks Neil, for letting me know about the link problem.
Great article as usual, Ted, and lots of good comments/insights here.
* As a consumer, are you willing to spend a bit more when buying snacks as well as other foods/beverages in compostable packaging?
Yes. My favorite farmer’s market recently switched their plastic bags and when I got home I realized that the new bags were not recyclable (gasp). As a marketer, I had a huge issue with this discrepancy in their brand and values. Next time I went in (reusable bags in hand) I asked about the new plastic bags. They’re biodegradable! I am an even bigger fan now that I know they’re continuing to align their values with every aspect of the store.
* If so, would you consider purchasing and using a small composter?
I don’t have a yard, so the composting issue is a bit moot for me (what would I do with it?). But I do try to reduce consumption wherever possible, even if it’s buying larger bags so that I get more product for less package. Sunchips, are you listening?
* Do you think recyclable packaging or compostable packaging makes more sense in the future? Why?
Absolutely. I think as it gets more common, we’ll reach that point of scale where it becomes much more cost-efficient, so that hopefully companies that aren’t “green” will do it if only for a cost advantage.
Sonia,
Thank you for the kind words and for posting thoughtful responses to my questions. We’re all consumers and your first point demonstrates the power we have when we speak up in favor of getting positive things done. Kudos to you!
You’ve made another insightful point here, too. Consumers are beginning to shy away from single portion packaging now. They’re perceived as part of our recent highly consumable past and represent a great deal of wastefulness. Manufacturers ought to heed this. Also: take note of the success of the wholesale clubs as consumers buy commodities increasingly in bulk.
Not everyone can compost, but here’s a thought. If you live in apartments in a city, are there community gardens that you might be able to donate your rich compost to? Or would you consider becoming a city gardener yourself? Some people even put pots out on their decks, roofs and south-facing window ledges…just a thought.
Lastly, you’re right, Sonia. As new packaging innovations and substrates become cheaper and more affordable; as quantities become larger, more companies will jump on the bandwagon. Managing costs efficiently makes for successful businesses.
Thanks, Sonia.
I flush my dog’s poop down the toilet with a flushable doggy waste bag. Most eco-friendly way to get ride of dog poop.
The company is called Flush Doggy.
There are flushable dog poop bags. The best answer probably because dog poop can get treated just as your poop is.
FlushDoggy, is a fully biodegradable, flushable(water soluble) dog waste bag that is very eco-friendly.
Dog doodies are best to be flushed down the toilet and degrade naturally , just as our own doodies. Stop destroying our earth and start educating the public, one poop at a time. Be a responsible owner and go green for our pets.
Hi Promo Bag Collector,
Thanks for weighing in on my post. I always appreciate thoughtful responses to the questions I pose. You’ve said what most consumers do. We’d all feel good about buying products in compostable packaging. It just can’t be prohitibively expensive. As to composting at home, many companies make units that are small enough to sit on the kitchen counter or on the terrace. City dwellers might consider composting if there are public gardens nearby. Compost donated to city gardeners is black gold! Lastly, we need to continue to work toward viable solutions on all fronts to cut down on the amount of material that ends up in landfills. Thanks the tip on the water soluble bags. I’ll definitely check that one out.