Target, Hershey Among Brands Embracing Sustainable Packaging Innovations
Consumer goods packaging continues to serve as an avenue for brands to communicate their values and address consumer trends and preferences.
In recent months, sustainability and usability have emerged as leading themes, with CPG companies and retailers rolling out innovative formats that range from recyclable wrappers to chef-style squeeze bottles. These efforts reflect a broader industry push to minimize environmental impact while improving the consumer experience.
Target Rolls Out Paper Wine Bottles
In April, Target launched a line of sustainable wines, The Collective Good, in paper bottles made using the Frugal Bottle design from British company Frugalpac. The bottles are composed of 94% recycled paperboard with a food-grade pouch to hold the wine. The Frugal Bottle is five times lighter than glass and uses six times less energy and carbon to produce and recycle, and Target is selling the line in nearly 1,200 stores, according to a media release shared with P2PI.
The rollout marks the first full-scale, nationwide deployment of the paper bottle format by a major U.S. retailer. Last year, Whole Foods Market stocked Bonny Doon Vineyards wine in the Frugal Bottle, but only in a select number of stores.
The Collective Good range is a collaboration between California’s Latitude Wines, which sourced and imported the wines, and California’s Monterey Wine Company, which filled the paper bottles.
Kind Launches Recyclable Paper Snack Bar Wrappers
Mars Inc.’s Kind Snacks in May launched its second paper-based packaging pilot, making its Dark Chocolate Nuts & Sea Salt bars available in curbside-recyclable paper wrappers (for the first time) at select Whole Foods Market stores. Available across eight states, the initiative follows a successful 2023 e-commerce pilot and is designed to help Kind meet its goal of fully recyclable packaging by 2030.
Developed with partner Printpack and pre-qualified by How2Recycle, the new wrapper is made from pulpable paper that can be recycled through standard municipal systems. How2Recycle is a standardized labeling system that helps consumers understand whether and how to recycle a product. The pilot will run through Oct. 1 while supplies last.
Hershey’s Revamped Packaging Strategy
At the 2025 Sweets & Snacks Expo in May, The Hershey Co. showcased a revamped packaging strategy alongside new product innovation. As consumer expectations shift, Hershey has rolled out and continues to roll out stand-up bags for its snack-size chocolates to boost visibility and convenience, according to a media release shared with P2PI. Early consumer testing showed a 41% improvement in product findability compared to traditional laydown bags.
The company is also investing in multipack formats, particularly in the growing salty snack category. Hershey said it is transforming its portfolio to multipack boxes and launching several new multi-brand variety boxes to stores nationwide.
O Olive Oil & Vinegar’s Squeeze Bottle
Colavita’s O Olive Oil & Vinegar has released a certified Organic California Extra Virgin Olive Oil (EVOO) in a chef-style squeeze bottle in June. This packaging format is commonly used in professional kitchens for its precision and ease of use, but it hit the mainstream after Graza released a taller squeezable plastic bottle in 2022.
O Olive Oil & Vinegar’s BPA-free, fully recyclable bottle aligns with home cooking trends and professional kitchen, according to the company. The products are bottled at the company’s solar-powered facility and are now available online and at select retailers.
