Mondelēz International has partnered with packaging firm DS Smith to trial the use of recyclable paper tubs for its Cadbury Heroes brand as part of its long-term goal to reduce the use of virgin plastic.
300,000 Cadbury Heroes paper tubs are rolling out Tesco stores this month as part of a test and learn initiative. Developed in partnership with DS Smith after several years of research and development, the trial packaging encourages consumers to share their feedback by scanning a QR code inside the lid. The company noted that the feedback will inform the Heroes assortment selection and wider packaging initiatives in the future.
The trial is the second sustainable packaging initiative from Mondelēz and Tesco, who recently worked together on a trial to introduce 1.8 million Cadbury Crunchie multipacks with 60% less outer plastic packaging per pack compared to a standard multipack format.
“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging,” said Joanna Dias, UK Sustainability Lead at Mondelēz International.
“The paper tubs demonstrate once more Mondelēz’s commitment to driving sustainable packaging solutions, and this test and learn initiative in partnership with Tesco will help inform our long-term efforts to reduce virgin plastic.”
James Bull, Head of Packaging at Tesco, added: “We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste. As part of its Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”
The Cadbury Heroes paper tubs initiative is the latest step in Mondelēz’s global ‘Pack Light and Right’ strategy, which focuses on reducing packaging, evolving packaging so that it is designed to be recyclable, utilising recycled materials where appropriate, and improving recycling infrastructure and capabilities. Meanwhile, Tesco has committed to reducing its packaging strategy through its ‘4Rs’ strategy of removing plastic from its own product ranges and working with suppliers to help reduce packaging.
