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Kraft Heinz has announced that Kraft Mac & Cheese is developing and testing the brand’s first-ever recyclable fibre-based microwavable cup.

Upon completion of the testing stage, the brand plans to launch a new Kraft Mac & Cheese Shapes variety later this year using the new cup and design.

Currently being trialled, the new microwave-safe cup is fibre- rather than plastic-based to be both recyclable and compostable in industrial composting facilities. In addition, the cup features new direct print technology, removing the need for a plastic label.

“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 fibre-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 is working with outside partners to certify and incorporate the appropriate recycling labelling to help consumers know what to do with the packaging.

According to Kraft Heinz, the innovation supports it in achieving its goal of making 100% of its packaging recyclable, reusable or compostable by 2025.