Chips with a side order of noise

Sun Chips has created this fantastic chip bag. It is 100% compostable which is exciting, for a chip bag. Think of the millions of chip bags out there that are not recyclable, many of which find their way into fields, waterways and pollute city streets. This is really an interesting step forward.

Problem is they are now cutting the 100% compostable chip bag. Why? Because of complaints that it makes too much noise when you open the bag. (Apparently the bag can reach 95 decibels which can actually damage your hearing)

Yes, the bag is noisy and the research team at Sun Chips does need to go back to the drawing board and continue to perfect it. I hope they do. But at the same time I am slightly surprised they aren’t selling more bags, not because the bag is compostable, but because of the noise. Kids would love that! They complain that opening the bag sounds like a jet engine starting? Have ads that show that. It could be like how Buckley’s has ads for its cough syrup that focus on how gross it tastes. Sun Chips had TV ads that showed children in fields, with trees and grass and flowy dresses. What about the chips, what about the fun?

It is fantastic that companies are putting so much effort into developing sustainable packaging. Some of what is coming out of these efforts is really exciting, forward thinking and is and will have a positive impact on the environment and on consumers actions. But companies cannot forget that even with sustainable packaging, they need to speak to their customers and give their customers what they want as well. I’m all in to sustainable products but ads with grass and trees just don’t cut it for me.

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