Cadbury is trialling new packaging for its Crunchie multipacks in Tesco, switching the outer plastic pack for an “innovative” sticker, which holds the bars together.
The trial, which is specific to four-bar Crunchie multipacks in the retailer, represents a 60% reduction in outer plastic packaging.
The new sticker features a QR code, linking to an online survey, which will allow customers the opportunity to provide feedback on the new design and its usability. The site will also feature all the nutritional and recycling information found on the standard multipacks.
Insights from the survey will be used to help refine Cadbury owner Mondelez International’s approach to future packaging innovation.
“Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy,” said Mondelez UK sustainability lead Joanna Dias.
“We know that more sustainable packaging is a key concern of our consumers, which is why we are asking for their valuable feedback on the trial.”
Tesco, meanwhile, was “committed to reducing its packaging footprint and working with suppliers to assess the suitability of their packaging”, said the supermarket’s head of packaging, James Bull.
“This trial from Mondelez International has the potential to drive forward change in the chocolate category, whilst supporting our mission to eliminate preventable packaging waste.”
Earlier this year, Cadbury kicked off the transition of all sharing bars sold in the UK and Ireland to wrappers made from 80% recycled plastic.
The move is the result of a collaboration with global packaging company Amcor and recyclable packaging manufacturer Jindal Films.
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