To decrease packaging waste, McDonald’s is continuously testing innovative alternatives. Now the company is selling a burger made of grass paper for the first time, and this change alone saves almost 70 percent of packaging material.
Innovative Grass Paper
McDonald’s has grass! And that as part of his timetable for less plastic and packaging waste. Because with the Deutschlandburger today, a premium burger is wrapped in innovative grass paper instead of a box for the first time.
With this change in packaging, the firm is underlining its focus on more sustainable packaging solutions in the future. In addition to the Deutschlandburger, the McWraps are also available in grass paper packaging.
The change in packaging is another step in the roadmap to reduce plastic and packaging waste. By 2025, all sales packaging should be 100 percent renewable, recycled, or certified materials. “As the worldwide leader in system catering, we want to shape the path to reducing plastic and packaging waste actively.
In the future, we will utilize less packaging material and serve more and more burgers in alternative packagings, such as innovative wrap paper,” says Holger Beeck, Chairman of the Board of Directors, McDonald’s Germany LLC.
Paper made from grass: less saves more!
The introduction and new processes of grass fibers into the paper save significant amounts of energy, water, and CO2 in production. In addition, no chemicals are used to produce this fiber material.
The grass paper used by McDonald’s contains 20 percent grass, is FSC-licensed, and does not require long transport routes. It comes from existing grass areas and does not compete with other uses.
Changing the packaging at the Deutschlandburger to grass paper has reduced the packaging material by almost 70 percent.
First, graze, then pack!
As part of its trust campaign, “All around you,” the company wants to draw attention to its efforts to reduce waste and the new packaging material. A separate microsite was created for this purpose, on which interested parties can find all information about the packaging and measures used.
The campaign’s focus is a social media film that brings together two people connected by the topic of grass unusually. It tells the story of greenkeeper Oliver Happel and the journey of the beloved lawn on its way to the next life as burger packaging. There he meets Kristin Kilger, responsible for McDonald’s grass paper production at Pfleiderer Spezialpapiere in Teisnach.