But what’s Shake ‘N Bake without the shake?
Worry not. Customers can still shake their way to a delicious dinner, with the company encouraging the use of “reusable containers as the vessel for adding that extra layer of crunch to your favorite recipes.”
The “shaker” bag is an iconic part of the brand, but the company insists that the change will not affect the taste or effectiveness of Shake ‘N Bake.
“While the ‘shaker’ bag is an important part of our legacy, our product is just as effective and delicious without the plastic waste, and we are excited for all the good to come from this simple, yet effective packaging change,” Brianna Galvin, brand manager of Shake ‘N Bake, said in a statement.
The packaging update is a big step in Kraft Heinz’s overall sustainability efforts. The company is working toward 100% of their packaging being recyclable, reusable, or compostable by 2025.
“As a family staple for over 50 years, we are proud to evolve with the world around us, ushering in a new effort to help our brand — and our fans — take steps toward a more sustainable future,” Galvin said.
This is good news for the 77% of U.S. consumers who report that they expect more brands to offer “100% sustainable packaging for their products in the near future,” according to a survey by Shorr Packaging.
Former EPA administrator Judith Enck was one of many applauding the change (even if she wasn’t aware that the product was still on shelves).
Customers seemed happy with the switch, too, with one writing on Twitter, “it will be an adjustment I’m happy to make … more companies need to make these changes & people need to too.”
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