In 2010, Frito-Lay introduced a plant-based, 100% compostable SunChips bag—a genuinely admirable idea engineered with one unforeseen feature: it was spectacularly loud. After consumers complained that getting a snack sounded like industrial roofing, the company returned most flavors to conventional packaging, then tried again with a quieter version. Sustainability was briefly defeated by crinkling.
Sources: NPR/KUNC · Packaging World
Image: © BrokenSphere / Wikimedia Commons, CC BY-SA 3.0. The photograph shows the SunChips brand before the 2010 compostable package.