Kit Kat packaging: from logo to recycling symbol
The majority of Australians (80%) show a strong desire to recycle correctly; however, almost half the nation (48%) is getting it wrong.
As part of its ‘Give the Planet a Break’ program, Kit Kat has temporarily replaced the logo on its four-finger milk chocolate bar with a callout to encourage and educate Australians to recycle their soft plastics correctly.
Research commissioned by Kit Kat shows that one in four people are unaware that they can recycle soft plastics such as chocolate and lolly wrappers, with a further 17% unaware that soft plastics need to be recycled separately from other household recycling. Supporting industry data reveals the significant impact for soft plastics placed in household kerbside bins. Recyclable soft plastics, which make up 20% of the volume of household rubbish bins, ultimately end up in landfill when incorrectly placed in the recycling or rubbish bin.
The limited-edition bars feature a Kit Kat-inspired recycling symbol and an explicit call to Aussies to drop off wrappers at REDcycle collection bins, located in most major Australian supermarkets.
Dropping off soft plastics to REDcycle not only helps divert them from landfill, it also means they can be recycled to be used as a valuable resource to make useful items such as benches or fences.
Nestlé Head of Marketing Confectionery Joyce Tan said, “We know Australians have great intentions when it comes to recycling, but our research shows that unfortunately over a third of us (37%) either forget to drop off our soft plastics at the supermarket, say we can’t be bothered to take them back to store, or don’t have anywhere to store them at home.
“In order to encourage everyone to recycle right and drop off their Kit Kat wrappers and other soft plastics at REDcycle collections bins, we’ve turned our iconic pack into a reminder Aussies can’t miss!”
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