Major snack manufacturers Mars and Mondelēz International have signaled a shift in their sustainability strategies, moving their primary packaging targets to 2030 after failing to meet self-imposed 2025 deadlines. Both companies cite insufficient global recycling infrastructure and the limited availability of food-grade recycled materials as the primary obstacles to achieving their circular economy goals.
Why are major snack brands missing their 2025 sustainability targets?
The primary barrier to meeting packaging goals is a lack of systemic readiness, according to Mars. In its 2025 sustainability report, the company noted that design and infrastructure changes are moving slower than anticipated. While Mars successfully reduced virgin plastic use by 5.9% compared to a 2019 baseline, it reached only 9.2% of its 30% recycled content target by the end of 2025.
Mondelēz similarly pushed its targets to 2030, citing the complexity of global supply chains and the slow scaling of circular systems. While Mondelēz achieved a 11.5% reduction in virgin plastic against its 2020 baseline, it struggled with its recycled content goal, reaching only 3.7% of its 5% target. Both companies have moved away from formal alignment with the Ellen MacArthur Foundation’s Global Commitment and the U.S. Plastics Pact, opting instead to focus on independent industry initiatives.
Rigid plastics, such as the club jars used for M&M’s, account for only about 6% of the total packaging portfolio at Mondelēz. The vast majority of their footprint consists of flexible films and paper, which are historically more difficult to recycle.
How are companies addressing the flexible plastic challenge?
Flexible films remain the most difficult packaging format to process, prompting both Mars and Mondelēz to invest in alternative infrastructure. Mars has co-founded the U.S. Flexible Film Initiative, a project aimed at funding recycling efforts specifically for flexible plastics in California. Additionally, the company has deployed a $250 million sustainability fund to research compostable alternatives and chitin-based coatings.
Industry experts observe that the shift toward 2030 reflects a growing recognition that corporate action cannot outpace public recycling capacity. By pivoting to longer-term timelines, companies are attempting to align their internal product design cycles with the reality of local municipal waste management systems.
Comparative performance: Mars vs. Mondelēz
While both companies missed their 2025 marks, their progress metrics differ due to varying portfolio compositions and reporting baselines:
| Metric | Mars (2025) | Mondelēz (2025) |
|---|---|---|
| Recycled Content Target | 9.2% (of 30% goal) | 3.7% (of 5% goal) |
| Recyclable Design | 67.6% | 96% |
Look for companies to prioritize Extended Producer Responsibility (EPR) legislation in the coming years. By advocating for policy changes that shift the cost of recycling to manufacturers, brands like Mars are attempting to force the infrastructure growth they currently lack.
Frequently Asked Questions
Why did these companies leave the U.S. Plastics Pact?
Both Mars and Mondelēz have exited the U.S. Plastics Pact and no longer explicitly note alignment with the Ellen MacArthur Foundation. The companies have not provided a single reason for the exit, but the shift coincides with their transition toward independent industry-led coalitions like the Circular Action Alliance.
Is compostable packaging the immediate answer?
While Mars is researching chitin-based coatings for compostable films and testing paper wrappers through its Kind Snacks brand, scalability remains a hurdle. Compostable materials often require industrial composting facilities, which are not yet universally available to consumers.
What is the goal for 2030?
Mondelēz has explicitly stated that it aims to meet its recyclability, recycled plastic, and virgin plastic reduction targets by 2030, citing a “strong pipeline of projects” currently in development.
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