going green

Sun Chips: Our Bags No Longer Go to 11

Posted by Shirley Brady on October 5, 2010 11:30 AM

Given that the Wall Street Journal equated the loudness of its biodegradable eco-bag with the destruction of the human race, it comes as no surprise that Sun Chips is scrapping its earth-friendly (but very loud) packaging. USA Today reports:

Roughly 18 months after Frito-Lay, with great fanfare, launched a biodegradable SunChips bag made from plant material that was billed as 100% compostable, the company is yanking the noisy material from the packages of five of six SunChips flavors immediately. The company is returning them to their former bags that can't be recycled — but won't wake the neighbors — while it works frantically to come up with a new, quieter eco-friendly bag.

Seems like a good opportunity to crowdsource a new eco-bag formula, or at least make fun of the fracas by hiring Spinal Tap to hype its new, quieter bags when they're ready. Or Kermit — it's not easy being green and quiet, it seems.


Beth United States says:

This is utterly disappointing. I am disappointed in American consumers, the media for hyping it and sunchips for folding. I am sorry if saving the planet cannot always be perfect and fit into everyone's life style just right. Typical American thought process, "I want the bad thing back because it was more convenient." How weak.

October 6, 2010 08:09 AM #

A Sauer United States says:

I agree. But I can;t hold sunchips accountable. What good for the environment are bags that never sell and get the chance to biodegrade? Has sunchips kept the bags, consumers would have balked at buying them. Elliott below is right too on consumer testing. This black eye seems like it could have been avoided by everyone.

October 6, 2010 09:58 AM #

Elliott Krejci United States says:

What's weak is the lack of consumer testing. Did they even do a focus group? probably could have figured this one out before they went to market. Well, at least their new eco-friendly trucks don't make noise. Hat's off to frito-lay for trying! keep up the good work.

October 6, 2010 09:48 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia