The Cadbury-owned company has joined rivals Nestlé and Mars in cutting packaging for its 2009 Easter offering and has designed new bag-shaped boxes that banish the need for plastic inserts.
It has had to make the eggs more robust to cope with the packs, however.
“The best way of doing this was of course to thicken the shells,” said managing director Dominic Lowe.
“This means consumers will be getting more for their money next Easter as we’ve added more chocolate but haven’t increased prices.”
The new bag-shaped packs were two years in development and would save 37 tonnes of plastic and 33 tonnes of card, said Lowe. They also mark the start of a move to improve environmental credentials of the packaging across the year-round range.
“Packaging is a real issue for an organic brand like us,” he said.
“As a quality producer we are restricted. We can’t use recycled paper or card because there is a risk of taint, but consumers continue to be concerned about packaging.”
The company is currently concentrating its efforts on outer packaging and is developing a new shelf-ready box for its 100g bars, which it is looking at patenting.
Last month Nestlé confirmed it would eliminate plastic and put sweets back inside eggs in 2009.
Mars said that it had reduced the weight of its plastic inserts and made its cardboard cartons 42% lighter.