KitKat Japan introduces paper origami packaging
With a display of manual dexterity, this chocolate giant is trying to make a difference. Bite, munch, and start fiddling!
Multinationals are not exactly known for their active efforts to improve the world, but Nestlé is taking a step in the right direction by replacing KitKat’s plastic packaging in Japan with paper ones. Complete with origami instructions on the inside, so you can get started after enjoying your snack.
Big in Japan
It is no coincidence that Nestlé is unfolding such a change in Japan of all places (see what I did there?). Japan was number one in sales and profit last year compared with the company’s other markets, according to then-marketing manager Ryoji Maki. People there absolutely love them, and Nestlé Japan produces around forty different flavors of the chocolate wafer every year. Twenty to thirty of those are constantly changing, often available only in certain regions where a specific product is popular. Think, for example, Sweet Potato KitKat or KitKat Adzuki Bean.
Success
Why this love, from this nation for this chocolate bar? It may have something to do with the fact that the name sounds like the Japanese expression “kitto katsu,” freely translated as “you will definitely win.” Well, everyone could use a little boost like that now and then.
Complicated
The origami stunt is not embraced by everyone. Various parties have labeled it greenwashing: putting up a thin facade of sustainability for the outside world. According to these critics, the 380 tons of plastic saved per year is a drop in the ocean. Still, there is hope that if this proves successful, it could encourage the company to take larger-scale action.
image: Nestlé Japan
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