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Article | February 28, 2011
SunChips relaunched in quieter compostable bag
‘Rubber-like adhesive’ said to reduce the bag’s crinkling sound by 15 decibals.
As of late Friday afternoon, Feb. 25, Google showed that more than 225 stories had been published relating to Frito-Lay’s news that it has heard consumers’ request for a quieter compostable bag for its SunChips brand snack chip and has launched a quieter, 70-decibal bag. While the company has not offered an official release on the new package, its Facebook page shows a picture of the new pack, with the words, “We heard you. Introducing our new quieter 100% compostable bag.”
In April 2010, Frito-Lay, a business unit of PepsiCo, launched the first 100% compostable snack bag made from PLA. While hailed as a visionary by many, Frito-Lay bore the brunt of bleeding-edge technology when its sales of the snack tumbled nearly 11% due to consumers’ concerns that the bag was too noisy. In fact, consumers were so annoyed by the 85-decibal snack-bag crinkling that they launched a Facebook group called "Sorry But I Can't Hear You Over This SunChips Bag," that amassed 44,000 followers.
Amidst these pressures, Frito-Lay backed off the bag, returning to its traditional petroleum-based packaging for all but one of its SunChips flavors.
Apparently Frito-Lay then went back to the drawing board, developing a new bag structure that dampens the sound. Reports the Los Angeles Times, “They had to find a way to quiet the deafening noise created by the wrinkling of two completely different bags sealed together—the razor-thin bag that protects the food on the inside and the bag on the outside that carries the labeling. Enter rubber.
“A rubber-like adhesive sealing the two parts of the bag together acted like a noise dampening agent.”
The new construction is now on store shelves for the plain-flavor version. Judging by many of the Facebook comments posted, consumers are pleased that Frito-Lay is continuing its compostable experimentation and are looking forward to test-driving the new bags.
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