KIND Snacks, the Mars Inc.-owned brand known for its commitment to health-conscious snacking, has taken a bold step in sustainable packaging. In a new pilot program across the United States, the company is testing a fully recyclable paper wrapper for its popular snack bars: a significant move in the brand’s journey toward more sustainable packaging solutions.
The pilot, set to run in select U.S. retail locations throughout 2025, introduces a new packaging format made from FSC-certified paper, designed to be curbside recyclable in most municipalities. Unlike conventional snack bar wrappers made from multilayer plastic film, which are difficult to recycle, KIND’s paper wrapper is designed to work within existing paper recycling streams without compromising product integrity or shelf life.
KIND is among the first snack brands in the U.S. to trial a paper-based solution at scale, aligning with Mars Inc.’s broader mission to reduce virgin plastic use by 25% and move toward 100% reusable, recyclable or compostable packaging by 2030. The initiative also complements consumer demand for recyclable packaging and transparency in corporate sustainability efforts.
This innovation is the result of more than three years of R&D, including rigorous testing for barrier properties, print performance, and sealing capabilities. According to KIND, the new paper wrapper performs comparably to its plastic predecessor in preserving taste, texture, and freshness: three non-negotiables for snack lovers.
If successful, the pilot could inform a larger rollout across the KIND portfolio and potentially inspire similar shifts within the packaged food industry. “This is a critical milestone in our sustainable packaging strategy,” said a KIND spokesperson. “We’re excited to learn from this test and continue improving how we deliver KIND snacks with kindness to the planet.”
As consumers increasingly expect eco-conscious packaging from their favorite brands, KIND’s initiative demonstrates how innovation and responsibility can go hand-in-hand, one paper wrapper at a time.
