What Hefty does

Hefty is a 60+ year American household supplies brand, founded in 1966 and currently owned by Reynolds Consumer Products LLC, with headquarters in Lake Forest, Illinois. The company manufactures and markets consumer packaged goods across four core product surfaces — trash bags (Ultra Strong, Strong, Small, Medium, Contractor, Compostables, Color Series), food storage bags (slider, freezer, jumbo), disposable tableware (foam, paper, compostable, ECOSAVE cutlery), and cups (red party cups, clear, printed, hot cups, ECOSAVE compostable) — plus complementary home storage items such as trash cans and bins. Core product technologies include the proprietary 6-in-1 protection formulation (flex strength, secure-fit closure, odor control, leak/puncture/rip resistance), MaxLock slider track design, and a patented continuous odor neutralizer licensed from Arm & Hammer (Church & Dwight). The brand also layers in licensing partnerships — most notably with Fabuloso (Colgate-Palmolive) for scented trash bags and Plastic Bank for coastal-plastic recovery — to differentiate within a commoditized category.

Hefty generates revenue through mass-market retail sales of branded CPG products and through private-label manufacturing for Walmart's Great Value brand. Distribution is concentrated in U.S. mass retailers (Walmart, Target) and their e-commerce storefronts, with Walmart serving as both the largest branded retail partner and a co-development exclusive launch partner for newer product lines (e.g., Fabuloso Peach Color Series, ECOSAVE cutlery). Pricing is not publicly disclosed; products are positioned across multiple price tiers (value Strong line, premium Ultra Strong line, novelty Color Series and ECOSAVE). The customer base is highly diffuse — general U.S. households for trash bags, food storage, tableware, and party cups, with secondary use cases among contractors and professional users — served through a product-led growth model anchored by an integrated multimedia "Strong Choice" campaign featuring long-tenured brand ambassador John Cena.

The broader Reynolds Consumer Products portfolio also includes Reynolds Wrap aluminum foil, allowing Hefty to share scale-driven manufacturing, procurement, and distribution infrastructure within the parent company. Sustainability has emerged as a meaningful strategic pillar, anchored by the Hefty ReNew curbside recycling program (2.3 million households, 3,500+ tons of hard-to-recycle plastics diverted) and a growing line of compostable and recycled-content SKUs.

Name

Hefty

Legal name

Hefty Brand Products (brand owned by Reynolds Consumer Products LLC)

Website

https://hefty.com

Company type

Private

Founded year

1966

Operating status

Operating

Short description

Hefty is a 60+ year American household supplies brand owned by Reynolds Consumer Products, manufacturing and marketing trash bags, food storage bags, disposable tableware, party cups, and compostable products for U.S. mass retailers and households.

Ownership category

akta.pro rank

Product category

Household Disposable Products

NAICS

Plastics Bag and Pouch Manufacturing (326111)

SIC

Plastics, Foil & Coated Paper Bags (2673), Miscellaneous Plastics Products (3080)

akta.pro primary industry

Trash Bags & Bin Liners (CRAJAGAA)

akta.pro secondary industries

Disposable Tableware (Plates, Cups, Cutlery) (CRAJAGAG), Food Storage Containers (Disposable & Reusable) (CRAJAGAF), Party & Entertaining Disposable Supplies (CRAJAGAL), Foodservice/To-Go Packaging (Cups, Clamshells, Cutlery) (IMALAHAM)

Keywords

• Trash bags
• Disposable tableware
• Party cups
• Food storage bags
• Compostable products

Headquarters

HQ city

Lake Forest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Packaged Goods Sales: Direct consumer sales of trash bags, food storage bags, tableware, and cups through retail partners and e-commerce channels
2. Private Label Manufacturing: Manufacturing Walmart's Great Value private label products including trash bags
3. Brand Licensing: Licensing Fabuloso fragrances from Colgate-Palmolive for scented trash bag products

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Hefty manufactures and sells household disposable consumer products including trash bags (Ultra Strong, Strong, Small, Medium, Contractor, Compostables, Color Series), food storage and freezer slider bags, foam and compostable tableware (plates, bowls, cutlery), and party/clear/hot cups. Products are distributed through major U.S. mass retailers (Walmart, Target) and e-commerce channels, with the Hefty ReNew curbside program offering recycling of hard-to-recycle plastics to participating communities.

Product overview

Hefty is a comprehensive household consumer products brand offering trash bags, food storage, tableware, cups, and home storage solutions. The product portfolio includes multiple trash bag lines (Ultra Strong, Strong, Medium, Small, Contractor, Load & Carry, Compostables) with various technologies like 6-in-1 protection, Arm & Hammer odor control, and Fabuloso scents. Food storage includes slider bags in multiple sizes for storage and freezer use. Tableware spans foam plates/bowls/trays, compostable paper options, and ECOSAVE compostable cutlery. Cups include traditional party cups in multiple sizes, compostable options, clear cups, printed cups, and hot beverage cups. Home storage includes trash cans with various lid mechanisms and organizational bins. The Hefty ReNew Program provides a complementary recycling service for hard-to-recycle plastics. The brand is part of Reynolds Consumer Products and utilizes licensing partnerships with Fabuloso (Colgate-Palmolive) and Arm & Hammer (Church & Dwight).

Differentiator

Problem solved

Functional benefit

Brands

• Hefty ECOSAVE: Compostable products line including compostable party cups, cutlery, and paper plates made from plant-based materials.
• Hefty ReNew
• Hefty Party On
• Hefty Deluxe
• Hefty Color Series
• Hefty Ultra Strong

Products and services

• Hefty Ultra Strong Kitchen Trash Bags Premium drawstring kitchen trash bags with 6-in-1 protection and Arm & Hammer continuous odor control, available in 13-gallon size with multiple scents including Fabuloso variants, for household kitchen cleanup.
• Hefty Strong Kitchen Trash Bags Value-focused 13-gallon drawstring kitchen trash bags with sturdy drawstring closure, positioned as the brand's #1 value drawstring bag for households.
• Hefty Small Trash Bags Compact 4-gallon trash bags with Arm & Hammer odor neutralizer and secure drawstring closure, available with Fabuloso scents for bathrooms, offices, and bedrooms.
• Hefty Medium Trash Bags 8-gallon drawstring trash bags with Arm & Hammer odor neutralizer available with Fabuloso and Ocean Water scents for smaller spaces such as offices, bathrooms, and bedrooms.
• Hefty Ultra Strong Large Trash Bags Large 30-gallon trash bags with flexible strength, 6-in-1 protection, tough drawstring, and extra capacity, available in various scents for everyday heavy-volume household messes.
• Hefty Strong Large Trash Bags Tear- and puncture-resistant 39-gallon large black trash bags designed for everyday household trash needs.
• Hefty Contractor Bags Industrial-grade extra-thick 2 mil contractor bags available in 45- and 55-gallon sizes for construction sites and home improvement projects.
• Hefty Load & Carry Contractor Bags Heavy-duty 42-gallon contractor bags with extra-thick 3 mil construction, extra-long flap ties with built-in handles, and hangable design for efficient loading.
• Hefty Compostables Trash Bags BPI-certified compostable trash bags designed for local food and yard waste collection programs, available in 2.6- and 33-gallon green sizes.
• Hefty Color Series Small and Medium Trash Bags Colorful scented trash bags in 4- and 8-gallon sizes featuring Fabuloso Watermelon (pink), Fabuloso Peach, and Fabuloso Lavender (purple) scents with reliable drawstring closure, sized for small and medium bins.
• Hefty Ultra Strong Color Series Kitchen Trash Bags Ultra Strong Color Series tall kitchen bags in Fabuloso Watermelon (pink), Fabuloso Lavender (purple), and Fabuloso Peach colors, featuring flex strength and extended scent release.
• Hefty Ultra Strong Recovered Materials Trash Bags Eco-friendly trash bags made with 50% recovered materials (20% post-consumer recycled and 30% reclaimed manufacturing scrap), Clean Burst scent, and 6-in-1 protection.
• Hefty Ultra Strong Trash Bags with Coastal Plastic Recovery Trash bags made with 35% recovered materials including 10% Coastal Plastic collected through Plastic Bank partnership plus 25% reclaimed manufacturing scrap, featuring 6-in-1 protection and Arm & Hammer odor control in 13- and 30-gallon sizes.
• Hefty Storage Slider Bags Food storage slider bags with extra-secure slider seal and stand-and-fill expandable bottom, available in Quart, Half Gallon, and Gallon sizes for reliable household storage.
• Hefty Freezer Slider Bags Extra-thick freezer slider bags with extra-secure slider seal and stand-and-fill expandable bottom to prevent freezer burn, available in Quart and Gallon sizes.
• Hefty Jumbo Storage Slider Bags Large 2.5-gallon slider bags (14 3/8 x 16 inches) with MaxLock track design and audible Click Closed sound, suitable for large food items, shoes, and sporting gear.
• Hefty Compostable Paper Plates and Bowls Ultra strong compostable paper plates and bowls made from 96% plant-based materials; microwave safe and soak-resistant, in 8.6- and 10-inch plates and 12 oz bowls with green printed border.
• Hefty ECOSAVE Compostable Cutlery BPI-certified compostable cutlery with elegant lattice design, strong and durable for everyday meals and special occasions; available in assorted, spoons, and forks in opaque finish.
• Hefty Everyday Foam Plates, Bowls & Trays Affordable foam tableware with soak-proof layer and durable performance, available in 7-inch, 8 7/8-inch, and 10 1/4-inch plates, 20 oz bowls, and 9 x 12-inch trays in white.
• Hefty Deluxe Plates and Platters Premium foam plates and platters with cut-resistant laminate technology and premium soak-proof layer; stronger and deeper than everyday foam, available in 10 x 12-inch platters.
• Hefty ECOSAVE Compostable Party Cups Compostable party cups made with 97% plant-based materials without added PFAS, offering excellent durability and easy grip in 18 oz size.
• Hefty 18 oz Party Cups The #1 branded party cup in America with exceptional durability and sleek contoured design, in traditional red 18 oz size for parties and entertaining.
• Hefty 16 oz Party Cups 16 oz party cups in assorted colors with 35% stronger construction than the prior version, for everyday use and special occasions.
• Hefty 2 oz Party Cups Small and sturdy 2 oz traditional red party cups suitable for drinks or snacks.
• Hefty Party Perfect Clear Cups Premium quality 9 oz clear cups with shatter resistance and an upscale look, made with 30% post-consumer recycled content.
• Hefty Party Perfect Printed Cups Patterned plastic cups in fun, stylish print designs including flower prints, for entertaining and everyday use.
• Hefty Hot Cups 16 oz double-wall insulated hot beverage cups with gray and white lattice design, including lids, for keeping beverages hot on the go.
• Hefty Swing Lid Trash Cans Durable trash cans with easy-open swing lids that close quickly to lock in odors, available in 7.7 gal hinged locking lid and 13.3 gal pivot lid styles.
• Hefty Touch Lid Trash Cans Touch-lid trash cans with quick-touch lid styles that lock in odor, available in 7 gal, 12.5 gal Hide-A-Bag, 13 gal Odor Block, and 13.3 gal Glide Lid sizes.
• Hefty Storage Bins and Containers Organizational storage bins with latched handles and double-rimmed walls for stacking, available in sizes from 6.5 qt to 100 qt, including Hefty Hi-Rise sizes with extra-strength latches.
• Hefty ReNew Program Community curbside recycling program for hard-to-recycle plastics that complements regular curbside recycling, using specially designed orange bags collected curbside or at drop-off locations, with access for 2.3 million households.

Quantifiable outcome

• 3,500+ tons of hard-to-recycle plastics diverted from landfills
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• John CenacoreGTM or Marketing Partner · 18 February 2026Long-standing brand ambassador partnership expanded to cover the full Hefty product portfolio including trash bags, food storage and tableware as part of the new 'Strong Choice' campaign. After ten years as face of Hefty Trash Bags, Cena now serves as spokesperson for the entire portfolio.
• Plastic BankcoreStrategic or Co-development Partner · 1 April 2024Partnership to prevent coastal plastic pollution while empowering coastal communities by providing economic opportunities in exchange for collected plastic. Hefty Ultra Strong trash bags include 10% coastal plastic collected through this partnership.
• McCannminorGTM or Marketing PartnerCreative agency partner developing the 'Strong Choice' campaign with John Cena
• Hearts & ScienceminorGTM or Marketing PartnerMedia agency partner for the 'Strong Choice' campaign
• EdelmanminorGTM or Marketing PartnerPR agency partner for the 'Strong Choice' campaign
• Fabuloso (Colgate-Palmolive)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Fabuloso fragrances in trash bags. Fabuloso Watermelon, Peach, and Lavender scents paired with Color Series trash bags. The partnership transforms essential products into design statements.
• Arm & Hammer (Church & Dwight)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Arm & Hammer continuous odor control technology in trash bags. Provides patented odor neutralizer to keep unpleasant smells at bay.
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail partner and private label manufacturer for Walmart's Great Value brand trash bags. Exclusive launch partner for Hefty Color Series Fabuloso Peach scented trash bags.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Glad (The Clorox Company): Glad is Hefty's closest direct competitor in trash bags and food storage bags, both marketed through mass retail with comparable drawstring and odor-control technologies. Strong overlap in product category, target consumer, and shelf placement at Walmart, Target, and grocery.
• Ziploc (S.C. Johnson & Son): Ziploc is the leading US brand in food storage bags and slider bags, directly competing with Hefty's slider and freezer bag lines. Same mass-retail distribution, same end-use cases, and similar brand-building approach.
• Solo Cup (Dart Container): Solo Cup competes head-to-head with Hefty Party Cups in the disposable plastic cup category, including the iconic red party cup segment. Same foodservice and consumer channels and product formats.
• Dixie (Georgia-Pacific): Dixie is Hefty's primary direct competitor in disposable plates, bowls, and tableware, marketed through the same mass retail and foodservice channels. Highly overlapping product range and target consumer occasions (everyday meals, parties).

Broad incumbents

• Reynolds Wrap (Reynolds Consumer Products): Sister brand under Reynolds Consumer Products LLC, sharing the same parent infrastructure and retail relationships. Comparable consumer household CPG positioning, though focused on foil and wraps rather than bags and tableware.

Emerging players

• Seventh Generation (Unilever): Seventh Generation offers eco-positioned household paper and cleaning products including trash bags, overlapping with Hefty's sustainability-focused ECOSAVE and ReNew lines. Targets the same eco-conscious consumer segment but with a smaller share of the mass bag market.
• Simplehuman: Simplehuman competes in the trash can category where Hefty has expanded with its Swing Lid and Touch Lid lines. Overlap is narrower (premium hardware vs. bags), but they increasingly compete for the same kitchen and bathroom organization occasion.
• EarthCycle Packaging: EarthCycle produces compostable packaging and foodservice disposables, competing in the same emerging eco-positioned category as Hefty ECOSAVE compostable cups, plates, and cutlery. Smaller scale but direct format overlap in foodservice and retail.

Others

• Walmart Great Value (private label): Hefty manufactures Walmart's Great Value trash bags, but Great Value also competes with Hefty's branded trash bags on the same shelf. A hybrid customer/competitor relationship that uniquely anchors the private-label manufacturing stream and is critical to volume.
• Tennant Packaging (formerly Easy Garbage): TerraCycle operates adjacent hard-to-recycle plastic recovery services that compete with the Hefty ReNew program for the same consumer recycling outcome. Adjacent ecosystem participant rather than a direct product competitor, but increasingly relevant as curbside recycling becomes a brand differentiator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hefty
• YouTubeyoutube.com/user/HeftyBrand
• Facebookfacebook.com/Hefty
• LinkedInlinkedin.com/company/reynolds-consumer-products-inc
• Instagraminstagram.com/heftybrands
• Pinterestpinterest.com/heftybrands

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hefty