KITKAT has launched a initiative titled ‘Breaks for Good’. The brand has installed benches made from recycled plastic packaging across popular youth hangouts & colleges in various cities pan India. These ‘Break Zone’ benches have been created in collaboration with Ricron Panels, one of India’s leading innovative plastic waste recycling company and one of the winners of the Global Nestlé Creating Shared Value Prize.
Speaking about the initiative, 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 for the environment too. This initiative is the first step in our commitment and journey towards sustainability and we intend to keep having more conversations & actions around it .”
Commenting on this initiative, 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 postconsumer plastic waste can be part of the circular economy when stakeholders across the entire value chain work together.”
