Accelerating Nestlé Japan's efforts to resolve plastic waste: In late September 2019, Kit Kat Japan switched all 5 main plastic packaging types to paper packaging that can be used to make origami.
Organisation
Nestl
Project Context
Nestlé, the world's largest food and beverage company, with operations in 190 countries around the world, is beginning the shift to paper product packaging materials. This decision comes as part of a company-wide commitment to be 100% recyclable or reusable by the year 2025.
Project Innovation
As a concrete action after the announcement of the commitment, the Japanese market, which sells the most "Kitkat" in the world, will be the first to sell paper-packaged products at a commercial scale.
Japanese KitKats have changed the outer bag of the five large bag type products, from the current plastic to a paper package. With this change, Nestlé Japan expects to reduce plastics by about 380 tons per year.
With the change to paper packaging comes a unique opportunity - the once discarded packaging is now intended to be used as origami, which consumers can write thoughts and wishes on. Nestlé hopes to start a new communication method unique to the KitKat brand that conveys thoughts to important people by creating symbolic paper cranes.
In response to the plastic waste problem, Nestleé seeks to expand their paper packaging to other brands and products. The goal is based on the “Creating Shared Value” principle of Nestlé's business strategy.
Commercial projects recognises that design is the means to create meaningful experiences for users, create value for people and drive profit for businesses.
The object category celebrates creative and innovative design for an object or product. Consideration is given according to the design context and need, design innovation and the application of human centred design principles.
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FAQs
Kit-Kat Japan Swaps Out Plastic Packaging For Paper Origami Wrappers. Back in January, the beloved candy company announced that it would only use reusable and 100% recyclable packaging by 2025 and it looks like they’re beginning to make good on that promise.
What is the KitKat packaging in Japan? ›
In an effort to cut down on plastic waste, KitKat has changed the packaging of its chocolate bars in Japan. Rather than using plastic, the Nestlé brand is wrapping its chocolate treats in high strength paper.
What is the packaging strategy of KitKat? ›
The paper packaging pilot for KitKat is another positive step in Nestle's commitment to use innovation to meet its packaging commitments. Nestlé has set a goal to reduce the use of virgin plastics by a third by 2025, which includes using less plastic, recycled plastic, and alternatives to plastic packaging.
What is the packaging material of KitKat? ›
The chocolate bar is packed in a wrapper made up of recycled paper and plastic.
How is a KitKat wrapper made? ›
Our Kitkat wrappers are made using a mix of virgin and recycled plastics. Each wrapper may vary in the total amount of recycled plastic it contains - some may contain more some may contain less.
Why has KitKat changed their packaging? ›
Quality Street will switch to paper wrapping, while KitKat will use wrappers made with 80- percent -recycled plastic. Switzerland-based Nestle Confectionary says it is transitioning the packaging of its popular KitKat and Quality Street treats across the United Kingdom to more sustainable materials.
Why is Kit Kat different in Japan? ›
The KitKat is made with real sake, and it has a unique taste that is not too sweet or too strong. In addition to these popular flavors, there are also regional flavors that are exclusive to certain parts of Japan.
Why does Japan love Kit Kats so much? ›
In Japanese, kitto mean 'surely' or 'certainly' and katsu means 'to win'. For this reason, Kit-Kats are given to students not just as treats, but as good luck charms before important exams. In fact, one in three students in Japan will buy a Kit-Kat in anticipation of entrance examinations!
What was the first KitKat wrapper? ›
When first introduced in the United Kingdom in 1935, the original Rowntree's Chocolate Crisp bar had a red wrapper, which briefly became blue between 1945 and 1947.
How the KitKat became a phenomenon in Japan? ›
Japanese Innovation and Regional Flavors
The turning point for Kit Kats in Japan came in the early 2000s when the brand introduced the now-famous matcha green tea flavor. This breakthrough flavor marked the beginning of Kit Kats' transformation into a cultural phenomenon in the country.
The Japanese word used to refer to the art of packaging is “tsutsumi”, a term that literally means package, present, object, gift, and derives from verbs whose meaning is to envelop, to cover but also to hide, to keep secret. Luisa Canovi.
What is unique about a Kit Kat bar sold in Japan? ›
Japanese Kit Kats Flavors
Some popular and unique flavors include Strawberry Kit Kats, Japanese Green Tea Kit Kats, Cherry Blossom flavored Kit Kats, and even Sake flavored Kit Kats. There is even a luxury Kit Kat shop in Tokyo, the Kit Kat Chocolatory that sells more luxurious versions of the Kit Kats.
What is the story behind Kitkat in Japan? ›
History. Kit Kats were introduced to Japan in 1973 when British confectioner Rowntree's made an agreement with Japanese confectioner and restaurant owner Fujiya. In 2014, they were the top-selling confection in the country.
How the Kitkat became a phenomenon in Japan? ›
Japanese Innovation and Regional Flavors
The turning point for Kit Kats in Japan came in the early 2000s when the brand introduced the now-famous matcha green tea flavor. This breakthrough flavor marked the beginning of Kit Kats' transformation into a cultural phenomenon in the country.
