Heinz says it's developing a paper-based version of its iconic ketchup bottle.

Why it matters: Consumer product companies are busy trying to reduce packaging-related waste and pollution — because so much of it winds up in the earth's oceans and landfills, and consumers are very concerned about the problem.

Driving the news: The Kraft Heinz Company is working with Pulpex, a sustainable packaging technology company, to craft a recyclable bottle made from "100% sustainably sourced wood pulp."

• Current Heinz Tomato Ketchup containers are made from glass and plastic.
• The company wants "to make all packaging globally recyclable, reusable or compostable by 2025."
• Heinz says its next step will be to assess the performance of paper-bottle prototypes before bringing the bottle to market. (It didn't give a timeline.)

What they're saying: Heinz aims to be "the first sauce brand to provide consumers this choice in their purchasing decisions," said Rashida La Lande, Kraft Heinz's chief sustainability and corporate affairs officer.