Mars is reportedly debuting its first fully recyclable paper wrapper in the U.S. for its Kind Snacks brand, reported Candy and Snack Today. Kind previously ran its first pilot of a paper-based wrapper in 2023, which was available exclusively on kindsnacks.com.

“The company says the innovation marks a significant step in achieving a recycle-ready wrapper for the bars category while the brand continues to make progress towards its goal of ensuring all packaging is designed for recyclability by 2030. Made with pulpable paper, Kind’s pilot will leverage a curbside recyclable, How2Recycle pre-qualified paper type,” the outlet wrote.

Kind products made with paper wrappers will be available exclusively at select Whole Foods Market stores across Connecticut, New Jersey, New York, Texas, southern California, and select stores in Louisiana, Arizona and Nevada, while supplies last. The paper wrapper will be used for the brand’s Dark Chocolate Nuts & Sea Salt single bars.

“At Kind, we’re constantly listening to our consumers, and what we hear is clear—they want products that not only deliver exceptional quality but also align with their values,” said Osher Hoberman, chief marketing officer of Kind North America. “This new paper wrapper pilot is a direct result of that feedback. We’re proud to continue to lead the industry with bold, forward-thinking and innovative solutions, not just for our packaging, but across our entire product portfolio.”

Earlier this month, the company released its second annual Mars Tricks, Treats and Trends report. The report found that 95% of Americans planning to celebrate Halloween “typically purchase some type of candy, with chocolate being the top choice.”

The report also highlighted that nearly 1 in 10 Gen Z and Millennials will buy seasonal treats as soon as they see them online or in store. Gen Z and Millennials also start planning almost two months out on average.