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PepsiCo’s Biodegradable Snack Bag Was A Disaster – At First

March 18, 2014: 12:00 AM EST
PepsiCo’s attempt to boost its snack brands image and perhaps help ease an environmental problem began with the development of a compostable snack bag but nearly ended after a public relations calamity. The biodegradable bag made from plant material was first marketed in 2006 with the SunChips “healthy snack” product, but quickly drew consumer ire because it was a lot noisier than the old bag.  A social media uproar ensured, and the bad publicity created a dilemma for PepsiCo: should they abandon the new bag or push on with it? They pushed on, eventually creating a quieter version. In a business management journal article, Gregory Unruh discusses three lessons that can be drawn from the PepsiCo experience.
Leslie Brokaw, "Pepsi's biodegradable backlash: The snack bag that was too noisy", GreenBiz, March 18, 2014, © GreenBiz Group
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