So remember the Sun Chip biodegradable bag that came out 4-5 years ago?
Excellent advancement in snack food waste and great move for the brand right? Well according to consumers the noise the bag made was too loud. All I could think of is this:
Think about this…a company figures out a way to create less waste in landfills and we are worried about the noise?
SunChips are a great brand for Frito Lay. Aside from trail mixes and maybe some mixed nuts, SunChips are the healthiest thing in that snack machine. Great niche right?
I remember when these bags came out and left the shelves, I couldnt help but ask: why? When I read that Frito-Lay had to deal with this marketing “folly,” I literally laughed out loud.
So what is SunChips doing now for their “healthy” and “green” image? Well of course they are advertising whole grains. For their green initiative they decided to advertise they use solar power. SunChips, it makes sense, but it seems like a passive move. So regardless of you purchasing SunChips, Frito-Lay is utilizing solar. However, if you purchased a bag of SunChips over Cheese-Its, that bag was biodegradable.
The issue here I think is Frito-Lay not advertising the bag well. This is a watershed moment for packaged goods. Yeah cardboard and plastic packaging can be recycled, but snack bags are throw away. Now the ultimate recyclable is a composting bag. Also, technology wise, more and more restaurants are using compostable cups, utensils, etc where I think now would be a great time for Frito-Lay to re-introduce the bag.
Take that strong step Frito-Lay, marketing returns are a lot greater than the hesitation based on an early “failure.”