JKR

Tic Tac is rolling out new packaging for its entire line in polypropylene, which is more readily recyclable and leaves a considerably smaller carbon footprint. The switch from polystyrene plastics will reduce greenhouse gas emissions by 44% and energy use by 34%. Across the entire line, Tic Tac will reduce its plastic use by 296 tons a year. The brand has also sacrificed its signature rattle sound for something more muted, a big deal, and improved the flip tops hermetic closure.

Good work. But this isn’t a slam dunk – being more readily recyclable is not the same as being recycled. Encouraging consumers to recycle with a big message on pack is laudable but most consumers, selfishly, want the brand to fix the problem for them, not with them. It would be harsh to blame Tic Tac for society’s laziness, but it is a little disingenuous in these sustainability savvy times for brands to imply that greater recycling potential is the same as a problem solved. And if this seems rather a negative take on a good initiative, it only highlights the greenwash fatigue many of us are feeling. Given the realities Tic Tac are working within, and the nature of their product, perhaps an up front “little things can mean a lot” sentiment would be both more honest and more on brand?