As part of a drive to reduce its use of plastic, Mondelēz International has launched new packaging for one of its Cadbury lines that is made from 100% recyclable and sustainably sourced paper.
A world-first for the brand, the new packaging is being tested on its Cadbury Energy bar in New Zealand. The trial aims to establish the durability and effectiveness of the paper packaging in transport, plus gather feedback from consumers
It is the first time the company has used a paper material that doesn’t include laminates, foils or plastics for fully-sealed flow-wrap packaging. Many existing paper-based food wraps have a thin plastic film to protect the product. However, the company stated the newly-developed paper used on the Cadbury Energy bar acts as the barrier to protect product and ensure freshness.
Cara Liebrock, Managing Director, Mondelez International New Zealand, said: “We are committed to making 100% of our packaging recyclable by 2025. While Cadbury is enjoyed by millions of people around the world, we’re excited to be able to do this innovative trial here in New Zealand.
“Given this is a world-first for us and the material is at the leading edge of packaging innovation, we’re committed to finding innovative solutions to the sustainability challenges facing the planet and this trial is a great example of this.”
NAM Implications:
- An obvious no-brainer for Cadbury…
- A pointer for all.
- More importantly: Who makes the paper?
