Massive change coming to KitKat as the chocolate brand replaces its logo after study uncovered a worrying statistic
KitKat has replaced its logo after discovering half of Australian consumers do not know how to recycle properly.
The confectionery giant has changed the logo on its wrappers to KitKat chocolate wafers shaped in a recycling symbol.
'Recycle me, give the planet a break,' the wrapper reads, playing on the usual 'have a break, have a KitKat' slogan.
KitKat has changed the logo on its wrappers to chocolate wafers shaped in a recycling symbol to encourage people to 'give the planet a break' by recycling their wrappers at REDcycle bins in most major supermarkets
The new logo design comes after a KitKat study found 80 per cent of Australians want to recycle but 48 per cent do not know how to do it properly.
One in four people are unaware they can recycle soft plastics such as chocolate wrappers and another 17 per cent are unaware that soft plastics need to be recycled separately from other household recycling, according to the study.
Recyclable soft plastics make up 20 per cent of the volume of household rubbish bins and ultimately end up in landfill when incorrectly placed in the recycling or rubbish bin.
KitKat has now launched a 'Give the Planet a Break' campaign to encourage and educate people how to recycle soft plastics correctly.
New limited-edition chocolates feature a KitKat-inspired recycling symbol and urge Australians to drop wrappers at REDcycle bins found in most major supermarkets.
New limited-edition chocolates feature a KitKat-inspired recycling symbol and urge Australians to drop wrappers at REDcycle bins found in most major supermarkets
Wrappers disposed of in REDcycle bins can be used to make useful items such as benches or fences.
Nestlé Head of Marketing Confectionery Joyce Tan said 'Australians have great intentions' but need to 'recycle their soft plastics right'.
'Our research shows that unfortunately over a third of us (37 per cent) either forget to drop off our soft plastics at the supermarket, say we can't be bothered to take them back to store, or don't have anywhere to store them at home,' Ms Tan said.
'In order to encourage everyone to recycle right and drop off their KitKat wrappers and other soft plastics at REDcycle collections bins, we've turned our iconic pack into a reminder Aussies can't miss!
'Putting good reminders or systems in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket, will go a long way to helping you recycle more soft plastics – and give the planet a break.'
KitKat's normal packaging prior to its 'Give the Planet a Break' campaign