Cadbury Heroes is to follow Quality Street’s lead, trialling a paper tub in Tesco ahead of Christmas.
Cadbury owner Mondelez International has partnered with packaging company DS Smith to trial 300,000 paper tubs in the supermarket from this month.
The tubs are part of a test and learn initiative that will inform Mondelez’s work towards achieving its virgin plastic reduction targets.
They are the result of “several years of research and development” by Mondelez and will see the addition of a miniature Cadbury Flake to the Heroes assortment for the first time.
As part of the trial, Mondelez has asked shoppers to share their feedback by scanning the QR code on the inside of the lid. This feedback will inform the Heroes assortment selection and wider packaging initiatives in the future.
The trial is Mondelez’s second sustainable packaging initiative with Tesco. It rolled Cadbury Crunchie multipacks with 60% less outer plastic packaging into the retailer in August.
“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging,” said Mondelez UK sustainability lead Joanna Dias.
“The paper tubs demonstrate once more Mondelez’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.”
Cadbury Heroes rival Quality Street last year trialled more than 200,000 paper tubs in Tesco, carrying around 150 tonnes of Quality Street.
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