Kraft Mac & Cheese has announced that it is developing and testing its first-ever recyclable fibre-based microwavable cup.

After testing has concluded, the brand plans to launch a new Kraft Mac & Cheese Shapes variety later in 2021 using the new cup and design.

The fibre-based cup currently being trailed is microwave safe, and Kraft also hopes to eliminate the need for a plastic label via direct print technology.

In the company’s view, the design change from plastic to fibre will help it to reduce plastic waste, whilst also allowing the new solution to be compostable in industrial composting facilities.

Kraft says that it is working with partners to certify and incorporate the appropriate recycling labelling, so that consumers know exactly what to do with the packaging after they have enjoyed their meal.

“Consumers are at the heart of everything we do and we know they’re looking for more sustainable packaging options without sacrificing the convenience or taste they love from Kraft Mac & Cheese,” said Matt Carpenter, Marketing Director at Kraft Heinz.

“In our journey to develop our first recyclable fiber-based microwavable Kraft Mac & Cheese cup, it was critical to partner with fans who share our passion. Their invaluable feedback is helping to create packaging solutions with both today’s consumer and future generations in mind.”

Kraft views this new pack as a step in its journey toward responsible, sustainable practices extending to every facet of its business; including a commitment to make 100% of its packaging recyclable, reusable, or compostable packaging by 2025.