Nature ValleyTM Launches First-Ever Store Drop-Off Recyclable Snack Bar Wrapper
February 16 2021 - 8:00AM
Business Wire
The brand that created the granola bar
innovates again with new packaging technology to drive
sustainability in the snack and CPG industry
Nature ValleyTM is leading the charge to a more recyclable
future and today, launches the first plastic film wrapper
designated as Store Drop-Off recyclable by How2Recycle® with the
brand’s iconic Crunchy granola bar. The newly packaged bars are on
shelves this spring and bring Nature Valley closer to achieving its
commitment to 100% recyclable packaging by 2025. By purposefully
not patenting this wrapper, Nature Valley is welcoming other food
brands to apply the technology to their product portfolios.
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Nature Valley launches first-ever store
drop-off recyclable snack bar wrapper (Graphic: Business Wire).
“This advancement led by Nature Valley demonstrates that big,
innovative thinking can empower and enable consumers to take small
steps, like recycling a wrapper through Store Drop-Off, to make a
significant difference in the health of our planet,” said Mary Jane
Melendez, chief sustainability and social impact officer, General
Mills. “It’s up to brands like Nature Valley and others in the
snack industry to make these changes and do our part to protect the
environment for generations to come.”
With this new packaging, Nature Valley plans to educate
consumers about the Store Drop-Off recycling system, re-engage
their interest in reducing landfilled material and stimulate
recycling. According to the Hartman Group’s Sustainability 2019
report, 70% of the U.S. population want to decrease plastic waste
but don’t know how, yet over 90% of Americans are within 10 miles
of a Store Drop-Off recycling location. That is a potential 295
million people who could participate in Store Drop-Off
recycling.
Developed in collaboration with Nature Valley R&D scientists
and packaging partners, the wrapper uses new-to-the-category,
advanced film processing with unique polyethylene polymers. Once
recycled, the materials can be used to create new products like
synthetic lumber and decking equipment. This new packaging offers
the barrier needed to preserve the product’s freshness and does not
compromise the product’s shelf life. The goal is to implement the
wrapper technology across the brand’s entire portfolio of snacks by
2025 and extend to other General Mills brands and products.
Nature Valley introduced the world’s first granola bar in 1975
as an on-the-go snack designed to help people get outside and
explore nature. The How2Recycle® Label is a standardized labeling
system that clearly communicates recycling instructions right on
the package.
“Our drive to be a force for good, and a force for nature, led
Nature Valley to invest in this packaging technology,” said Brian
Higgins, Grain Snacks Business Unit Director at General Mills. “And
as the creator and share leader of the bar category, we feel a
responsibility to continue innovating and encouraging future
solutions that could make recycling wrappers even easier.”
Nature Valley along with other General Mills brands, are working
with leading non-governmental organizations (NGOs) to create
infrastructure for plastic film recycling, such as The Recycling
Partnership and the Wrap Recycling Action Program (W.R.A.P.). To
help encourage Store Drop-Off recycling of Nature Valley wrappers,
and other eligible plastics, the brand has created a multi-channel
consumer education plan to drive awareness of Store Drop-Off
recycling and promote small consumer actions that can lead to big
impact in the world.
The newly packaged Crunchy granola bars are available this
spring at all major retailers. For more information about Nature
Valley’s journey to create a more recyclable future, visit
NatureValley.com/Recycle4Nature.
About Nature Valley
Nature Valley believes that nature brings out the best in all of
us. That’s why the brand continually strives to connect people to
nature not only through Nature Valley bars, but also outdoor
experiences. The brand is committed to acting as an ongoing force
for nature by restoring and preserving access to trails nationwide.
With access to 10,000 miles recently completed, the brand committed
to an additional 10,000 miles expected to be completed in 2023
through a partnership with the National Park Foundation. As creator
of the granola bar category in 1975, Nature Valley offers a wide
variety of products across bars, snacks and granola selling 3.6
billion granola bars worldwide each year. Visit NatureValley.com to
learn more.
About General Mills
General Mills is a leading global food company whose purpose is
to make food the world loves. Its brands include Cheerios, Annie's,
Yoplait, Nature Valley, Häagen-Dazs, Betty Crocker, Pillsbury, Old
El Paso, Wanchai Ferry, Yoki, BLUE and more. Headquartered in
Minneapolis, Minnesota, USA, General Mills generated fiscal 2020
net sales of U.S. $17.6 billion. In addition, General Mills’ share
of non-consolidated joint venture net sales totaled U.S. $1.0
billion.
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Media: General Mills Corporate Communications Susie
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