To round off the year, we once again present our most clicked articles of 2021. 10th place: Burger in grass paper packaging at McDonald's.
„First graze, then wrap!“ This is the motto under which the fast food group has been serving its first premium burger in a box made from grass paper since today. In doing so, the company wants to emphasise that it will increasingly focus on more sustainable packaging solutions in the future.
McDonald's is giving grass! As part of its roadmap to reduce plastic and packaging waste. The Deutschlandburger is the first premium burger to be wrapped in innovative grass paper instead of a box.
The changeover in packaging is a further step in the roadmap to reduce plastic and packaging waste. By 2025, all sales packaging should consist of 100 per cent renewable, recycled or certified materials.
As the market leader in system catering, we want to play an active role in shaping the path towards reducing plastic and packaging waste. In future, we will use less packaging material and serve more and more burgers in alternative packaging, such as innovative wrap paper
Paper from the Bavarian Forest
The grass paper used by McDonald's is produced by the paper mill Pfleiderer speciality papers in Teisnach, Bavaria.
The fast food group had already started a first short test run in 2019. At that time, papers from the start-up Apomore from Dettenhausen in Baden-Württemberg.
Paper made from grass to help save money
Thanks to innovative processes and the incorporation of grass fibres into the paper, large amounts of energy, water and CO2 is saved in production. In addition, no chemicals are used in the production of this fibre.
The grass paper used by McDonald's contains 20 per cent grass, is FSC-licensed and does not require long transport routes. It comes from existing grassland and therefore does not compete with other utilisation options. Switching the packaging for the Deutschlandburger to grass paper reduces the amount of packaging material by almost 70 per cent.
Campaign accompanies packaging launch
As part of its „Entirely with you“ trust campaign, the company would also like to draw attention to its efforts to reduce waste and the new packaging material. A dedicated microsite has been created for this purpose, where interested parties can find all the information about the packaging and measures used. At the centre of the campaign is a social media film that brings together two people who are united by the topic of grass in an unusual way.
Source: McDonald's Germany