Frito Lay and the SunChips brand are launching the world’s first 100% compostable chip bag on Earth Day 2010 (40th Anniversary BTW.)

Claiming on their website the packaging is “designed to break down in just 14 weeks when placed in a hot, active compost bin or pile. If it takes a little longer, don’t worry about it. Mother nature will get to it soon enough.”

VP of portfolio marketing, Gannon Jones, states the new packaging solution is a substantial investment and “is not a cost savings for us.” They also anticipate it will require a lot of consumer education around the arena of composting. Frito Lay also lightheartedly apologizes for the resulting ‘louder noise’ the bag makes upon crumpling due to the different plant based materials in the bags. I actually think this distinctive sound is a great benefit to the brand characteristics of a smart ethical brand strategy.

One no longer has any excuses not to eat copious amounts of chips…SunChips®