Mondelēz International has partnered with Tesco to trial an initiative that reduces the outer plastic packaging on Cadbury Crunchie multipacks by 60%.
As part of a ‘test and learn’ phase lasting until early 2026, the plastic overwrap on Cadbury Crunchie Four Bar Multipacks sold in Tesco stores will be replaced with stickers. Each sticker also incorporates a QR code linking to an online survey, providing consumers with an opportunity to provide feedback on the new design and its usability, as well as all nutritional and recycling information currently found on existing Cadbury Crunchie multipacks.
Joanna Dias, Mondelēz UK Sustainability Lead, commented: “We’re delighted to be announcing this Cadbury Crunchie multipack trial in the UK, which reduces the outer plastic use by 60%. Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy, and we know that more sustainable packaging is a key concern of our consumers, which is why we are asking for their valuable feedback on the trial.”
James Bull, Tesco’s head of packaging, added: “As part of our Planet Plan, Tesco is committed to reducing its packaging footprint and working with suppliers to assess the suitability of their packaging.
“This trial from Mondelēz International has the potential to drive forward change in the chocolate category, whilst supporting our mission to eliminate preventable packaging waste.”
NAM Implications:
- As always, let the consumer decide…
- …not by hearing what they say…
- …but by checking what they do.
- i.e. how the initiative affects repeat sales.
