Type of applicant company

品牌方

Country

中国

Company Website

mars.com

Images

Brand of the Product

M&M'S

Designer Name

Sunny Song

Position of Designer

Senior Technical Leader

Target Consumer

Plenty fans of M&M's, especially the consumer who care about the lifestyle environmental protection and public welfare were attracted by this new sustainable package innovation.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Positioning

大货消费品 Mass Production

Design Story

MARS Social Responsibility
Mars believes "Tomorrow starts Today" and continues to build a better tomorrow for our healthy planet by driving a "sustainability plan for a Generation." Mars believes that sustainable packaging should include life cycle analysis (LCA) of packaging and products, aiming to iterate new generation product with less carbon and more environmentally friendly. In China, Mars Wrigley has been promoting sustainable iterations of packaging since 2019. In line with the guidelines of "packaging design circularity principles", we upgraded and iterated the Hero SKU M&M's 40g chocolate packaging. The M&M's compostable paper packaging has been developed since 2019, developing more than 2 years, and has been nationally launched in the summer of 2023.

Highlights

Packaging Look & Feel
Compostable paper pack delivered better look (matt finishing) and feel (paper touch feeling), the green icon on the right top corner delivered sustainability believe/awareness through fun way, bringing better eating experience in more sustainable and premium way.

Market Performance

For this packaging iteration, we conducted a small launch test in 2022. Data shows that consumers are more inclined to buy paper packaging products than plastic one. In our CVS test launch, the sale data of compostable paper package product showed much better performance than plastic one.
-High market potential
This compostable paper pack have already nationally launched from July, 2023, comparing with plastic pack, the sale performance showed better data, which meet the expectations and needs of consumers.

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

The leading application of compostable paper in food and beverage industry
As present, there are fewer food and beverage enterprises using compostable paper packaging in China. Mars is pioneering in the use of compostable paper in food packaging to play its role as a leading food company while providing a learning experience for its peers.

Does the design solve the problems that are common across the product category? If so, please explain.

Technical challenge
Through strict printing process control, we successfully solved the problems of paper easy to fold, easy to tear, unperfect looking and so on. The formular is improved to solve the problem of high friction coefficient of PLA material, metalization solved the problem of low barrier property of paper material. Under the unremitting grinding and strict process standards, we finally have the M&M's compostable paper packaging launch.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Innovation Idea
Compared with the previous generation of plastic packaging, the new packaging innovation introduced PLA and paper, while meeting the needs of compostable environmental protection, the production of food shelf life and food safety sealing needs. This is also M&M's first compostable paper packaging product in China market.