Kind bars plastic packaging is iconic. Their new paper upgrade is stellar

Get the Full StoryThe see-through packages that built Kind s empire were a clever brand play. But they were also terrible for our planet. So Kind spent over two years building something better.

For as much as the design industry exaggerates the narrative and drama around unboxing a product, Kind is one of the few brands in which the packaging really does serve the customer experience. Its clear window advertises the natural ingredients: nuts, chocolate, and minimal sugar. The wrapper offers literal transparency into what you re putting into your body.Of course we know now that plastic is as bad for our environment as it is for our biology. And Kind has spent more than two years reimagining its iconic plastic packaging as a paper wrapper that it hopes to eventually put around the hundreds of millions of bars it sells each year. Developed by Printpack, the company worked to source the right paper and fine-tune its structure ensuring it s both protective of food and feasible for assembly line production.

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