Shake ‘N Bake to Save 900,000 Pounds of Plastic Waste Annually with Brand’s First-Ever Packaging Update

Rhea-AI Summary

Kraft Heinz's iconic brand, Shake 'N Bake, has announced the removal of its plastic 'shaker' bag to enhance sustainability. This change affects the entire product line and aims to eliminate 900,000 pounds of plastic waste, equating to the weight of over 270 mid-size cars. The decision aligns with consumer demand for less plastic, as 73% of consumers express the desire to reduce plastic usage. Shake 'N Bake continues to lead the market with a 10.1% growth since 2019, supporting Kraft Heinz's broader ESG strategy for 100% recyclable, reusable, or compostable packaging by 2025.

Positive

• Shake 'N Bake brand maintains a market leader position with 10.1% growth since 2019.
• Removal of the plastic 'shaker' bag will help eliminate 900,000 pounds of plastic waste annually.

Negative

• None.

The beloved brand prioritizes sustainability by removing famed ‘shaker’ bag

PITTSBURGH & CHICAGO--(BUSINESS WIRE)-- Today, iconic household staple, Shake ‘N Bake, ushers in a new era for its signature packaging, announcing the removal of the plastic ‘shaker’ bag from its products. Effective across its full product portfolio, this is the brand’s first step towards a more sustainable future – and an easy way for fans to make a difference, as 73% of consumers say they want to use less plastic, but don’t know how.¹

In place of the ‘shaker’ bag, fans are encouraged to shake using a reusable container as the vessel for adding that extra layer of crunch to their favorite recipes. In fact, this simple change to families’ mealtime routines is helping eliminate 900,000 pounds of plastic waste – equivalent to the weight of more than 270 mid-size cars.

“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,” said Brianna Galvin, Brand Manager, 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.”

Shake ‘N Bake’s packaging update comes during a time of continued growth. The brand has consistently maintained its spot as the market leader, experiencing a steady double-digit growth of 10.1 percent since 2019.²

Shake ‘N Bake’s sustainability efforts contribute to The Kraft Heinz Company’s broader Environmental, Social and Governance (ESG) strategy, designed to prioritize the issues that matter most to the Company’s business and stakeholders. Specifically, this works towards a goal to make 100% of our packaging recyclable, reusable or compostable by 2025. To learn more about The Kraft Heinz Company’s ESG goals, visit https://www.kraftheinzcompany.com/esg.

For more information about Shake ‘N Bake and product and recipe inspiration, visit https://www.myfoodandfamily.com/brands/shake-n-bake.

¹Source: Hartmann Group’s Sustainability 2021: Environment and Society in Focus Report
²Source: IRI Total US - Multi Outlet L52 WE 10/23/22 for bread batter mixes category

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let’s Make Life Delicious. Consumers are at the center of everything we do. With 2020 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of six consumer-driven product platforms. As global citizens, we’re dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting KraftHeinzCompany.com or following us on LinkedIn and Twitter.

View source version on businesswire.com: https://www.businesswire.com/news/home/20221110005798/en/

Zeno Group

Veronica Smith

Veronica.Smith@zenogroup.com

The Kraft Heinz Company

Jenna Thornton

Jenna.Thornton@kraftheinz.com

Source: The Kraft Heinz Company

FAQ

What is the recent change announced by Kraft Heinz for Shake 'N Bake?

Kraft Heinz announced the removal of the plastic 'shaker' bag from Shake 'N Bake products to enhance sustainability.

How much plastic waste will Kraft Heinz eliminate with this change?

The removal of the plastic 'shaker' bag will eliminate 900,000 pounds of plastic waste annually.

What is the growth rate of Shake 'N Bake since 2019?

Shake 'N Bake has experienced a steady growth rate of 10.1% since 2019.

What is Kraft Heinz's sustainability goal by 2025?

Kraft Heinz aims to make 100% of its packaging recyclable, reusable, or compostable by 2025.

How do consumers feel about plastic usage according to the press release?

According to the press release, 73% of consumers want to use less plastic but are unsure how to do so.