Mondelēz International has partnered with packaging supplier DS Smith to pilot paper-based packaging for its Cadbury Heroes range in the UK, marking a shift from traditional plastic tubs. The trial, which introduces 300,000 paper tubs, will be available for a limited time across Tesco stores nationwide starting in October.
This “test and learn” initiative is the result of several years of joint research and development. It also marks the first time the Cadbury Flake is included in the Heroes assortment. The move is aimed at reducing the use of virgin plastic and supporting recyclable packaging alternatives. The paper tubs include On-Pack Recycling Label (OPRL) guidance and a QR code inside the lid to collect consumer feedback.
This is the second recent collaboration between Mondelēz and Tesco. Earlier this year, both companies trialled Cadbury Crunchie multipacks using 60% less outer plastic per pack by applying a sticker-based solution.
Joanna Dias, UK Sustainability Lead at Mondelēz International, said: “We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging.”
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.”
DS Smith has reported removing over 1.7 billion pieces of plastic from its supply chain in five years. The company’s Circular Design Metrics tool evaluates packaging designs for circularity. Meanwhile, Tesco has removed over 2.5 billion pieces of plastic from its own-brand products since 2019.
The initiative forms part of Mondelēz’s broader “Pack Light and Right” strategy aimed at evolving recyclable packaging and reducing environmental impact.