Mondelēz International is directly addressing consumer demand for sustainable packaging through a significant partnership with global packaging provider DS Smith. This collaboration will see the introduction of 300,000 Cadbury Heroes paper tubs, set to be available in Tesco stores across the UK this October, strategically positioned ahead of the festive season.
This initiative represents a notable advancement for the Cadbury brand in the UK, illustrating a proactive approach to meeting the needs of environmentally conscious shoppers. The development of these paper tubs, a result of extensive research and development with DS Smith, serves as a critical test-and-learn exercise for Mondelēz’s long-term objective of reducing reliance on virgin plastic.
Paul Clarke, UK & Ireland managing director of DS Smith, remarked, “This project showcases our close collaboration with Mondelēz International to deliver more innovative packaging in response to growing consumer demand for sustainable solutions that make a positive impact. It demonstrates how we can design out waste without compromising on quality or design.”
Key aspects of this trial include enhanced recyclability with OPRL labelling for clear recycling instructions, consumer feedback integration via a QR code on the lid, and maintaining product integrity by including the iconic Cadbury Flake for the first time in this format. These features aim to improve the consumer experience and promote responsible disposal.
Joanna Dias, Mondelēz UK sustainability lead, stated that 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.”
This paper tub initiative is the second recent sustainable collaboration between Mondelēz and Tesco, which is committed to reducing its own packaging footprint. James Bull, Tesco’s head of packaging, expressed, “We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste.”
This joint effort aligns with Mondelēz’s global “Pack Light and Right” strategy, focusing on designing packaging for recyclability and utilising recycled materials. Previously, the company announced that approximately 300 million Cadbury sharing bars in the UK and Ireland would be wrapped in 80% certified recycled plastic. DS Smith has also made significant strides, having removed over 1.7 billion pieces of plastic globally in the last five years, surpassing its targets and equipping customers with Circular Design Metrics to measure and reduce packaging waste.
