2021 SPC Innovator Awards Innovation in Recovery:
General Mills: Nature Valley Store Drop-off Recyclable Snack Wrapper
Since 2016, General Mills has worked to address consumer demand for a Store Drop-off recyclable Nature Valley wrapper by aiming to convert the polypropylene blend wrapper into a polyethylene blend that would be eligible for the Store Drop-off stream. As part of this, General Mills worked with an impressive number of partners to iterate on the film and to help support Store Drop-off at retailer locations and roll out the launch nationally.
The Importance: The wrapper now features the How2Recycle Store Drop-off label and information for consumers to learn more. General Mills is helping to drive effective recovery of this film by coupling the release with a national ad campaign featuring Zac Efron to help raise consumer awareness about the Stop Drop-off stream and help bring circularity to high barrier films.