From snack bar wrappers to electronics boxes to collagen canisters, these major consumer brands share why replacing plastic with paper involves far more than a material swap.

Google, Mars, and Nestle successfully converted major product packaging from plastic to paper, demonstrating that paper can work at scale despite significant technical and operational challenges. Their experiences show that paper packaging requires rethinking performance standards, involving operations early in development, and accepting that material changes may look and feel different while still meeting consumer expectations and sustainability goals.

• Kind bars launched a paper wrapper in limited trials, discovering consumers perceived it as more premium and durable despite losing the transparent film that showed ingredients.
• Google eliminated 94% of plastic from electronics packaging by reformulating paper to be three times stronger and 70% more stretchable, while adjusting visual standards for a natural appearance.
• Vital Proteins converted its iconic blue plastic collagen canister to paper using Boardio technology, requiring new manufacturing lines and extensive automation to prevent damage during production and distribution.

Paper Packaging Success: Google, Mars & Nestle | Packaging World