These ‘Break Zone’ benches have been created in collaboration with Ricron Panels, an innovative plastic waste recycling company
Kitkat has launched a unique ‘Breaks for Good’ initiative under which it has installed benches made from recycled plastic packaging across popular youth hangouts and colleges in various cities pan-India.
These ‘Break Zone’ benches have been created in collaboration with Ricron Panels, an innovative plastic waste recycling company and one of the winners of the Global Nestlé Creating Shared Value Prize.
Speaking about the initiative, Rupali Rattan, Head of Confectionery Business, Nestlé India, added, “We wanted to bring alive the brand belief of Kitkat of breaks are good for you into our sustainability initiatives as well. By placing recycled break zones across youth hangouts, we want to communicate to the youth that these ‘break zones’ not only serve as a break for them but for the environment too. This initiative is the first step in our commitment and journey towards sustainability and we intend to keep having more conversations and actions around it.”
Rahul Chaudhary, Director of Ricron Panels, said, “As a leader in innovative plastic waste recycling, we are proud to be associated with Kitkat and use our expertise in making these recycled plastic benches. This collaboration shows how post-consumer plastic waste can be part of the circular economy when stakeholders work together across the entire value chain.”
The initiative is being supported with a digital campaign.
Agency Name: Wunderman Thompson
For more information on the ‘Break Zones’ and the initiative, visit breaksforgood.in.
About Ricron Panels
Based in Ankleshwar, India, Ricron Panels is a family-run, recycling business that converts low-value plastic waste into quality sustainable materials for furniture, building, and construction applications, advancing the circular economy in India and globally.
Ricron gives new life to low-value, difficult-to-recycle multi-layer plaster (MLP) waste. Through an innovative proprietary process, Ricron offers an alternative to common building materials, such as plywood, by providing quality recycled materials that are high performing, cost-effective, and provide long-term utility to the building and construction industry. Their leading offering has changed the building landscape by delivering sustainable products for responsible consumption.
Ricron Panels is a part of our Batch 4 of our Smart Cities Accelerator Program in Thailand.
To find out more about our Smart Cities Program, click here.
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