KitKat has launched an initiative called ‘breaks for good’.
The brand has installed benches made from recycled plastic packaging across popular youth hangouts and colleges in various cities pan India.
The ‘break zone’ benches have been created in collaboration with Ricron Panels, a plastic waste recycling company.
The brand has rolled out a film to spread awareness of this initiative. The film has been conceptualised by Wunderman Thompson.
Rupali Rattan, head - confectionery business, Nestlé India, said, “We wanted to bring alive the brand belief of Kitkat of breaks are good for you into our sustainability initiatives as well. By placing recycled break zones across youth hangouts, we want to communicate to the youth that these ‘break zones’ not only serve as a break for them but the environment too. This initiative is the first step in our commitment and journey towards sustainability and, we intend to keep having more conversations and actions around it.”
Rahul Chaudhary, director, Ricron Panels, said, “As a leader in innovative plastic waste recycling, we are proud to be associated with KitKat and use our expertise in making these recycled plastic benches. This collaboration shows how post-consumer plastic waste can be part of the circular economy when stakeholders across the entire value chain work together.”