Dive Summary:

• General Mills-owned Cascadian Farms, a maker of organic cereals, has debuted a "green" inner bag to its Cinnamon Crunch brand.
• The bag is made of 57% certified plant material.
• A marketing message has been added to the cereral box explaining the use of plant materials. The message comes with a new "We're Growing a Better Package" logo.

Dive Insight:

Expect to see more of this type of packaging and marketing. Product packaging is said to be the largest contributor to landfill mass in the United States. And giant producers such as General Mills are facing increasing pressure from activists to address the issue.