This story just keeps on going. In the spring of 2009, Frito-Lay shared some exciting news with
SunChips fans. The snack already felt healthy because, after all, the
chips were whole grain and now, with new biodegradable bags made from
plant material, it would feel environmentally responsible too!
There was just one problem. The bags, when crinkled, were noisy. Really noisy. So noisy that they scared little kids, exceeded the decibel level of New York subway trains, and engendered, as these things tend to do, a spate of amateur sound experiments on YouTube and a popular Facebook page called "Sorry But I Can't Hear You Over This SunChips Bag." The bag malfunction and bad press caused
SunChips sales to decline more than 11 percent in a span of 52 weeks,
and Frito-Lay soon reverted to its non-eco friendly packaging
for all but original SunChips. "While many are willing to put up with
minor annoyances for the sake of the environment (see: quality of early
Seventh Generation products)," Fast Company noted at the time, "it
looks like Frito-Lay reached a breaking point."
But now we learn Frito-Lay didn't shrink in the face of failure. On Thursday, the company announced
that, at long last, it had developed a "quieter compostable bag" by
using a rubbery adhesive between the bag's layers to stifle noise. In a
corporate video on the site, a
woman identified as Rachael Harris shops the new bag with consumers
and marvels that she can "hear birds chirping." With packaging so quiet, she says, she could stuff a t-shirt in the bag and "use it as a pillow."
The Sun Chips Facebook page is awash in comments on the development.