The shocking reason KitKat is changing its logo

Iconic chocolate brand KitKat will be changing the logo on a line of its limited edition treats in the name of research that revealed a shocking statistic about Australian consumers.

As part of its “Give the Planet a Break” campaign, KitKat will temporarily change its logo to the recycling symbol after it uncovered that nearly half the population don’t know how to recycle properly.

The research, commissioned by the chocolate brand, found that while 80 per cent of surveyed Australians wanted to recycle, a staggering 48 per cent weren’t doing it right.

Photo shows a KitKat partially opened.
KitKat is launching a limited edition wrapper with a recycling logo on the front. Source: Getty Images

One in four Australians were found to be unaware they could recycle soft plastic, like the KitKat wrapper, while a further 17 per cent didn’t realise soft plastics had to be recycled separately to regular waste.

Consumers are being encouraged to recycle their soft plastics, which makes up about 20 per cent of household waste, at REDcycle collection bins.

REDcycle bins can be found inside most major Australian supermarkets including Coles and Woolworths.

Soft plastics recycled through the program are processed and used to make items like benches or fences.

KitKat is a brand synonymous with breaks. Together, we want to work with Aussies to help them ‘Give the Planet a Break’ and recycle their soft plastics right,” Nestlé Head of Marketing Confectionery Joyce Tan said.

Photo shows recycling logo on limited edition KitKats.
The recycling logo will be featured on a limited edition release of KitKats in Australia. Source: KitKat

“We know Australians have great intentions when it comes to recycling but our research shows that unfortunately over a third of us (37 per cent) either forget to drop off our soft plastics at the supermarket, say we can’t be bothered to take them back to store, or don’t have anywhere to store them at home.”

Ms Tan said the limited edition KitKat wrapper was designed to help Australians remember to recycle the wrappers.

“Putting good reminders or systems in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket, will go a long way to helping you recycle more soft plastics – and give the planet a break,” she said.

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