There is a growth in fair packaging and products that are environmentally friendly. The focus on environmentally conscious millennials is immense. Around us we see a lot of examples that anticipate on creating a better and fair world. The ‘Scoff-ee Cups’ of the brand Kentucky Fried Chicken (KFC) are a good example of these growing needs.
What is it?
Soon coffee and cookies literally go together.
To celebrate its 50th anniversary, the fast food chain KFC has unveiled its Scoff-ee Cups made out of cookies, sugar paper, and heat resistant white chocolate.
The edible cup is environmentally friendly and will create less waste, because you don’t have to throw paper cups in the trash anymore.
The project is currently in the testing phase and KFC is working hard to bring these edible coffee cups on the market.
But how does it work?
While you enjoy your cup of coffee, the chocolate melts slowly and you can enjoy your cookie at the same time.
The brand also gives the taste sensation a boost with some extra-added pleasant aromas.
‘The cups not only taste great but also smell good’, says Brandy Wright of Robin Collective from London that the cup developed in cooperation with KFC.
Smells like coconut sun cream, freshly cut grass and wild flowers should evoke positive memories we associate with warm weather, sunshine and summer holidays.
Why is it cool?
It’s cool because the cups are meant to give consumers a waste-free product and a new coffee drinking experience. The concept of edible cups might not be new, but KFC has a big name and hopefully have a great impact for how we interact with the environment and honest and smart packaging.
So it’s not only a marketing tool, it’s also a way to tell consumers that KFC is invested in creating quality products that are good for the environment too.
Companies and organizations show us that things can be different. They want to raise awareness and inspire others to want to do something better for the world. This is a form of empowerment.
I believe that these initiatives/signals like Scoff-ee Cups will only get bigger and better in the future. Besides, I think the trend by using scents to create unique experiences and associations for their products will increase.
In short, fair and smarter packaging with a touch of experience that creates awareness and inspires others, are the future.