Hot on the heels of rival Mars, Cadbury has pledged to dramatically reduce its Easter packaging and has also unveiled a host of new seasonal products, including its first Bournville Deeply Dark Chocolate Egg.

Less than a month after Mars revealed its environmentally friendly programme for both its Easter and Christmas ranges, Cadbury said this week it would be reducing the PVC in the packaging surrounding its small and medium-size eggs to save 247 tonnes of plastic. It would also reduce its cardboard use by 115 tonnes - an equivalent of 2,000 trees, it said.

The activity, part of its Purple Goes Green CSR initiative, includes the launch of Cadbury Treasure Eggs, which will be foil-wrapped without an outer box to appeal to eco consumers.

Cadbury Treasure Eggs, which will come in Cadbury Dairy Milk, Cadbury Dairy Milk Caramel and in Mini Eggs, will be trialled next year to measure " consumer interest in reduced packaging Easter eggs", with a view to fully integrating the products into the range in 2009, said Kate Harding, acting head of customer relations. "More than a third of consumers make the effort to buy products that are ethically produced or kinder to the environment, and 45% actively seek to purchase lines with minimum or no packaging," she said.

The Collection Egg, a trio of truffle eggs inside two thick milk chocolate eggs, replaces Cadbury Easter Egg Delight.

Available in milk chocolate, caramel and vanilla, The Collection Egg will come in reusable and recyclable tin packaging.

Other new products include a Bournville Deeply Dark Chocolate Egg designed to appeal to a younger age range of consumers than the traditional Bournville chocolate.

Cadbury is also investing £1m in support of the National Trust Easter Egg Trails, with awareness for the 200 UK-wide egg hunts driven via on-pack flashes on Cadbury shell eggs. And it is also contributing £150,000 to the National Trust Ancient Trees and Woodland conservation programme.