General Mills cereal brand innovates with sustainable liner

Consumers increasingly are filling their carts with products bearing a sustainable message. According to the 5th Annual Tork​ Sustainability Study, approximately 80% of US  shoppers are making a point to procure “green” products.

Sustainability goals​

Jennifer Jorgenson, marketing director for Cascadian Farm​, told FoodProductionDaily.com that the sustainable liner meets a number of the brand’s goals.

“The new bio-based line is part of Cascadian Farm’s larger commitment to sustainability​,” she said. “Our customers demand that we limit our impact on the environment; we wanted to provide a product that fits their needs, tastes and ethical standards​.”

Jorgenson told FPD that the liner comprises 57% plant-based material; the remainder is derived from petroleum polyethylenes, due to packaging performance requirements.

“We hope that with further innovation we will achieve closer to a 100-percent plant-based product in the future​,” she said.

Sending a message​

The outer recycled-content paperboard box trumpets the news of the new sustainable liner to shoppers. Graphics and messaging declaring “We’re Growing a Better Package” alert to the packaging component’s eco-friendly nature.

Debuting with the brand’s Cinnamon Crunch flavor (launched this June), the liner is projected to hit Cascadian Farm oat, square, and flake cereals by January 2014. Both the liner and the outer box (composed of recycled-content paperboard) are recyclable.

Cereal collaboration​

Creation of the box liner was a team effort, Jorgenson said.

“Our internal packaging technology and innovation team worked with a global green packaging leader to create the plant-based liner​,” she said. “Through its manufacturing process, our packaging partner has been able to achieve an industry-leading innovation in sustainable packaging.​”

Due to corporate confidentiality agreements, Jorgenson could not reveal the producer of the liner or the paperboard box.