Mondelēz International, a global leader in snacking, has partnered with DS Smith, an International Paper company renowned for sustainable fibre-based packaging solutions, to trial 300,000 Cadbury Heroes paper tubs in Tesco stores across the UK from October. The initiative is part of a test and learn initiative aimed at guiding Mondelēz’s long-term objective of reducing virgin plastic use.
The newly developed Cadbury Heroes paper tubs, created in collaboration with DS Smith after several years of research and development, will for the first time include the iconic Cadbury Flake. Consumers taking part in the trial are encouraged to provide feedback by scanning a QR code located inside the lid. This feedback will help guide future choices for the Heroes assortment and other packaging plans. The tubs also carry OPRL labelling so consumers can easily see how to recycle them.
This launch follows a previous collaboration between Mondelēz and Tesco, which tested approximately 1.8 million Cadbury Crunchie multipacks with 60% less outer plastic per pack compared to standard multipack formats, enabled by an innovative sticker 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. 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.”
Paul Clarke, Managing Director for UK & Ireland at DS Smith, commented: “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 — from the rounded corners for enhanced shelf appeal, and high-quality print that supports standout branding.”
The paper tubs trial aligns with Mondelēz’s global “Pack Light and Right” strategy, focused on reducing packaging, designing for recyclability, using recycled materials where possible, and enhancing recycling infrastructure. Last year, approximately 300 million Cadbury sharing bars in the UK and Ireland were wrapped in 80% certified recycled plastic, amounting to 600 tonnes of post-consumer recycled plastic annually. Paper-based multipack bags for Cadbury biscuits have also cut about 145 tonnes of virgin plastic.