The iconic Pringles can is getting a new design after decades of having the same recognizable cylinder shape. This is not simply a rebranding effort, the move is in response to the container being listed as the “number one recycling villain” by environmental groups in the UK. The container is so difficult to recycle because it contains a diverse combination of foil, paper board, metal, and plastic. Items that contain so many different materials are nearly impossible to recycle efficiently.
Kellogg’s, which owns the Pringles brand, is testing out a new container made out of recycled paper in three Tesco grocery stores in England. The cans appeared on shelves last month and will be on sale throughout the rest of this month at the select stores. For the trial, Kellogg’s will be collecting feedback from customers and environmental groups.
— BBC Breakfast (@BBCBreakfast) May 18, 2017
In a recent press release shared by CNN, Miranda Prins, Pringles vice-president, said, “We are eager to play our part and reduce our impact on the planet, and Pringles fans expect that of us too. So, we’ve worked hard to come up with this new can which is widely recyclable and keeps our chips fresh and tasty and protects them from breaking up — which helps to reduce food waste.”
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Kellogg’s says that they are hoping to have all of their packagings be 100% reusable, recyclable or compostable by the end of 2025.
The Recycling Association, the UK-based environmental group that initially identified the Pringles can as a problem, has already pointed out some improvements that can be made to the new design.
Simon Ellin, chief executive of the Recycling Association, told BBC News that Pringles should do away with the plastic lid.
“This new version is an improvement, and we broadly welcome it. But, frankly, if they are going to stick to a plastic lid that’ll just add to problems with plastic pollution — people on picnics leave them behind and they find their way into streams and the sea. That plastic lid has got to go,” Ellin said.
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