Global fast-food chain KFC has partnered with UK-based food scientists The Robin Collective to develop a scent-infused edible cup. The cups will be used to launch its Seattle's Best Coffee drink (made using Fairtrade Arabica beans) across its UK branches.
The vessels are made from biscuit wrapped in sugar paper, and lined with heat-resistant white chocolate. Scents include Coconut Sun Cream, Freshly Cut Grass and Wild Flowers – all chosen to evoke summer sunshine and positivity.
Stylus has been tracking the evolution of edible and dissolvable packaging for some time (see Shape-Shifting Packaging and Edible Burger Packaging), and this development chimes with other waste-reduction strategies that we are seeing on a global scale. For more on eco-friendly packaging, see Sustainable Packaging, part of our Packaging Futures Industry Trend.
The initiative is also indicative of the high level of innovation we are seeing across the fast-food sector as operators look to deliver upgraded products and services, as well as sustainable options. See Future Fast-Food Formats, Future Food Vending, Fast-Moving Premium Consumption and Fresh Approach to Frozen for more fast-food innovations.