There’s no question that product packaging is very important. But should the package ever get top billing over the product? It does with SunChips, so I contacted Frito-Lay to learn more about why…
Dear SunChippers:
Congratulations on creating the World’s First 100% Compostable Chip Package! How big is this news? Is it big enough to land you in the Guinness Book of World Records? Have you run it by Ripley’s yet and did they believe it or not?
I’m all for helping green the planet, but I’m confused by your packaging approach. Other than the standard Nutritional Facts stats, all the information on the bag is about the bag’s compost capabilities. Where’s the sell copy that’s going to make me salivate for SunChips? A compostable bag made with plants is certainly a breakthrough and it’s great that you’re chipping in for such a good cause. However, a few sentences about it should do it. Any more than that on a snack product package is best left for a cable channel documentary.
You say the bag breaks down completely into compost in a hot, active home. Since my home is hot and active, how long do I have before the bag composts completely, leaving a pile of bagless chips in my kitchen closet? Then, what do I do with the compost? Can I fertilize my lawn with it? Is there any nutritional value in it if I sprinkled it on a salad and ate it? Does eating too much compost lead to compostipation?
You also promote that: “This bag is LOUDER BECAUSE it is compostable.” Who cares about bag noise volume being louder? A real benefit would be quieter! Plus, my wife won’t let me eat SunChips when we watch TV together anymore. The crunching of the chips is bad enough. Now, every time the bag moves, it drowns out the program dialog.
Not to diminish the importance of the bag, but why take the focus completely off the product? Are you in the chip business or bag business? Please explain why you’re not focusing on the chips while composting quietly in the background. For that matter, since the bag is breaking down into compost, why is it called composting instead of decomposting?
A Frito-Lay Consumer Affairs Representative responded with:
Thank you for contacting us about our new packaging for multigrain SunChips®.
Since we know environmentally-friendly packaging is a priority for our SunChips® consumer, our 10 ½ ounce package made with one third renewable materials is an important first step towards having a fully compostable chip bag in the market by Earth Day, 2010. This switch will lead to reduced greenhouse gas emissions and the elimination of petroleum-based packaging material.
Current snack food packaging has three layers: a printed outer layer, an inner barrier layer to keep the snacks fresh, and a middle layer that joins the two together. When the packaging is 100% compostable, it will fully decompose in about 14 weeks when placed in a hot, active compost pile or bin.
Frito-Lay, and its parent PepsiCo, have a strong commitment to projects that will have long term benefits to our consumers and the environment.
You are a valued consumer and we welcome your comments. You can reach us weekdays at (phone number and hours of operation followed). Or, drop us a line at www.fritolay.com.
Final Thoughts: In this case, composting appears to be all that and a bag of chips. Anything that’s better for the environment and contributes to a healthier planet is a step in the right direction. It would be interesting to know whether sales got a boost from consumers that switched to SunChips just because of the package. Most chip lovers are so addicted that they’d probably eat them right out of a trash bag, let alone a compostable bag.
Even in their reply, Frito-Lay stayed focused on the package rather than the product. Although, including a Coupon Good For Any Frito-Lay Product (One Item Up To $3.99) was definitely very product-focused and appreciated.
Frito-Lay and PepsiCo should be applauded for their commitment to compostable packaging. You can learn more about composting, in addition to how and why they developed the package, on the SunChips website. Make sure to catch the impressive video of it composting over a 14 week period. This press release also provides interesting insights. But be warned: Pour your SunChips into a bowl for TV watching or it’ll sound like there’s a bag of leaves rattling around in your surround sound system every time you reach for some.
Whether you focus on the package, what’s in the package, or both, a terrific way to see how manufacturers package themselves is to Write The Company.
Update: SunChips: Mission Compostable 2
6 Responses to "SunChips: Mission Compostable"
Heidi Thorne
May 28, 2010 at 4:33 pm
Aside from your usual humorous, but spot-on, perspective on consumer issues, you bring up a massively important point as it relates to the marketing of “green” products.
Obviously, the introduction of a compostable bag for a consumer product is a huge step in the environmentally-friendly direction. However, as you point out, the actual contents receive downplayed billing. And isn’t that what consumers are really paying for? Do consumers really care? Some surveys that I’ve seen of late suggest they often don’t care how green something is. It’s nice, not necessary.
While I applaud SunChips for taking a leadership position in the green packaging arena, I agree with you that to make that the focus of the on-package advertising, while overlooking the product itself, is a marketing blunder. The “louder because it’s compostable” claim is just plain useless. The two concepts don’t even equate or provide benefit to the consumer.
Haven’t tried composting the SunChips bag in my home composter. Should see how that goes.
Write The Company
May 29, 2010 at 11:38 am
Most people probably don’t know what composting is, let alone own a home composter like you. So, some consumer education is a good thing. However, how much education is too much? And, if those survey results you’re referring to are accurate, is Frito-Lay just playing the “green” card to generate more image mileage for themselves? Thanks for sharing your insights.
ShelleyD
May 31, 2010 at 11:07 pm
Heidi took the words right out of my mouth. Green is a go, but shouldn’t over-ride Sun Chips product.
The fact that the bag is biodegradable/compostable makes me wonder how many people are going to consciously separate the bag from the usual paper waste and put it in their compost pile. It’s a lot faster to toss it in the trash and let the incinerator do the work rather than wait a year for it to break down.
Morgan
July 12, 2010 at 2:21 pm
I just want to say that the sun chip company is amazing! I know that may seem like an understatement or over-used word, but that is what they truly are. I love their new compostable bag and how the company really does seem to care about the earth and the future of it. WAY TO GO sun chips and keep up the outstanding leap that you’re on.
Roger
August 18, 2010 at 10:11 pm
Consumers don’t realize what a tough time producers of compostable plastics have had gaining market entry. Plastic made from oil is still the rule of the day. Frito-Lay deserves big kudos for blazing this trail to more sustainable packaging. The material is polylactic acid (PLA) made from corn sugar. Look for the Luddites and the pro-oil lobby to try and discredit compostable packaging. Consumers need to support Frito-Lay for their brave and correct effort to change the way we shop and live. And while they are at it — Frito-Lay should get the sugar out of SunChips and make it into more compostable packaging instead of human fat cells.
Write The Company
August 19, 2010 at 9:15 pm
Until this letter, I was always more focused on what was in the bag. It’s interesting to hear viewpoints about a product bag looking from the outside-in rather than the inside-out. If the Luddites and pro-oil lobby get involved, we’ll also probably see how things look when they turn it all upside-down. Thanks for your comments!