Kraft Mac & Cheese recyclable fibre-based cup is microwavable-safe. Credit: Kraft Heinz via Business Wire.

Food brand Kraft Mac & Cheese has revealed a new recyclable cup packaging innovation, which will be available in the market later this year.

The company is currently developing and testing the first recyclable, fibre-based microwavable cup.

The packaging innovation is in line with the company’s commitment to responsible, sustainable practices.

Kraft aims to make 100% recyclable, reusable or compostable packaging by 2025.

Once testing is completed, the brand will use the new cup and design to launch a new Kraft Mac & Cheese Shapes variety this year.

The brand noted that the microwavable-safe cup is being tested filled with the same Kraft Mac & Cheese family products.

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Kraft Heinz marketing director Matt Carpenter said: “Consumers are at the heart of everything we do and we know they’re looking for more sustainable packaging options without sacrificing the convenience or taste they love from Kraft Mac & Cheese.

“In our journey to develop our first recyclable fibre-based microwavable Kraft Mac & Cheese cup, it was critical to partner with fans who share our passion.

“Their invaluable feedback is helping to create packaging solutions with both today’s consumer and future generations in mind.”

The cup will feature new direct print technology that eliminates the plastic label.

Moreover, the use of fibre is aimed at reducing plastic usage and make it both recyclable and compostable.

As part of this project, Kraft is collaborating with partners for the certification and incorporation of recycling labelling for the packaging.