Mars unveils Starburst All Pink biometric fingerprint packaging, partners with Berry on recycled jars

28 Sep 2022 --- Mars has released a Starburst “Un-Shareable” packaging innovation for its All Pink candies, which includes a personal biometric fingerprint technology manufactured in partnership with Mycube Safe.

The American confectionery giant has also teamed up with Berry Global to launch ergonomic sustainable packaging made with 15% recycled plastic for its M&M’s, Skittles and Starburst brands.

Safe candy
Each All Pink Un-Share pack is secured by a biometric sensor, so only one person can unlock and access the candy inside.

“Created in partnership with Mycube Safe and its biometric technology, the limited-edition safe can only be opened using your unique fingerprint,” a spokesperson from Mars tells PackagingInsights.

Developed exclusively for the Mars Starburst campaign, the Mycube Safe boxes come in a pink color personalized to the brand (Credit: Mars).Mycube is a third generation family business known for manufacturing secure home safes. Developed exclusively for the Mars Starburst campaign, the boxes come in a pink color personalized to the brand.

The Mycube safes are made of reinforced steel and tamper-proof door bolts. These features make the Starburst safe reusable for long-term storage purposes.

The packs are not intended to be sold on supermarket shelves – consumers can enter a chance to win the box on the Starburst website until October 7.

The All Pink Un-shareable pack builds on the consumer-generated “You Are A Pink Starburst” movement. “Starburst is on a mission to celebrate a ‘me-first’ mentality that promotes prioritizing one’s needs and appreciating everything that makes each unique,” says the spokesperson.

Ergonomic pantry-sized treats
As part of Mars’ ongoing environmental sustainability commitment, the company has collaborated with Berry to launch easy-grip square jars that are lighter in weight and include 15% post-consumer resin (PCR).

“The recycled PET is a unique single pellet compounded material that is high quality and ideal for sensitive organoleptic applications,” Diane Marret, sustainability director at Berry, tells PackagingInsights.Mars conducted complete organoleptic and sensory testing with the new Berry easy-grip jars (Credit: Berry Global).

She shares that Mars conducted complete organoleptic and sensory testing with the new material, which involves subjective evaluations of the candy’s odor, flavor and texture to deliver on consumer interests in sustainable packaging experience for the M&M’s, Skittles and Starburst brands.

The jars, which come in sizes 60-, 81- and 87- oz, offer the same look and feel and will reportedly eliminate approximately 300 tons of virgin plastic per year.

“Two jar sizes were light-weighted, and all three sizes incorporated recycled PET PCR. These changes reduce the amount of virgin fossil fuel used and therefore improve the package’s carbon footprint,” explains Marret.

Justin Comes, vice president of R&D, Mars Wrigley North America, adds: “We have set an aggressive, science-based strategy to innovate our packaging, and this change to 15% PCR for these large-format jars is a significant step toward a more sustainable future.”

By Radhika Sikaria