Cadbury reverts to tin for Roses on back of consumer sentiment

By Jane Byrne

- Last updated on GMT

Related tags Pallet Confectionery Uk

Consumer sentiment is forcing confectionery manufacture Cadbury to revert to metal tin for its long established brand, Roses, following an unsuccessful trial-run of cardboard packaging for the chocolates in the UK retail chain, Tesco.

Our sister title, The Grocer​, reports that the replacement packaging proved unpopular with consumers in relation to the 70-year-old sweets brand.

However, the cardboard packaging format for its Hero range, a brand which also used to be sold in tins, is set to stay on the heels of positive consumer feedback during the trial period in a limited number of Tesco stores. The new cardboard boxes are now set to get a nationwide release in the UK, said the Kraft-owned confectioner.

The Dairy Milk maker stated in November 2009, at the start of the trial-run, that the switch to cardboard from tin would incur savings to the tune of 200 tonnes of steel and would also reduce packaging weight by 45 per cent.

But the packaging industry raised questions over the new format with the UK based Metal Packaging Manufacturers Association (MPMA) suggesting that the environmental benefits of the swap were not so clear cut.

The MPMA stressed at the time that metal is known to be one of the easiest and most commonly recycled packaging materials so any reference to material being wasted did not hold water.

But a spokesperson for Cadbury told last year that there are a number of factors which need to be taken into consideration when measuring the cost and carbon footprint of any manufactured goods.

"Transportation and storage are obviously key factors in the wider calculation which is why weight of materials can play such a significant role,"​ he said.

The confectioner has stated that it is aiming to have all paperboard packaging to be sourced from certified sustainable forest sources by 2010, and is also implementing an average 32 per cent packaging reduction across its festive selection box range, the equivalent of 1,352 trees.

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