Starting in April, the label will appear on Kellogg’s and Kashi brand products. Kellogg’s joins 11 other major companies already using the How2Recycle Label, including Ampac, Best Buy, Clorox, Costco, Esteé Lauder Companies Aveda brand, General Mills, Microsoft, Minute Maid, Sealed Air, Seventh Generation and REI.
The packaging labeling system communicates recyclability across all material types and gives explicit directions to consumers. It also specifies when a package component is not recyclable. Companies using the How2Recycle Label system can customize package labels by using different options, each with its own icon. Options include Widely Recycled, Limited Recycling/Check Locally and Not Yet Recycled, as well as a Store Drop-Off label for bags, wraps and other films accepted at retail locations.
GreenBlue completed research prior to and during the new phase of the project, and says it has confirmed that the label is understood by consumers, leads consumers to action, elicits positive impressions of products and companies, and meets Federal Trade Commission (FTC) requirements.
Kellogg’s will use the Store Drop-off version of the label for certain plastic bags, wraps and other films. The cereal “bag in box” products will carry this label as it applies to the inside bag liner. The SPC has partnered with the Flexible Film Recycling Group of the American Chemistry Council to increase use of this label and awareness regarding film plastic recycling.
Kellogg’s paperboard formats will also carry the Recycled Paperboard Alliance’s 100% recycled paperboard symbol.
GreenBlue says its goal is for the label to appear on the majority of consumer product packaging by 2016.
A February report released by Oxfam gave Kellogg’s, along with Associated British Foods and General Mills, the lowest ratings on social and environmental policies. All of the world’s 10 largest food companies received low overall ratings, according to the study.