Confectionery giant Mondelēz International is partnering with paper company DS Smith, to trial paper tubs on its iconic Cadbury Heroes.
The launch is part of the multinational’s ‘test and learn’ initiative, aimed at cutting the use of virgin plastic.
The new Cadbury Heroes paper tubs, launched in the wake of several years of research and development, will include Cadbury Flake for the first time.
Mondelēz is asking Heroes fans to share their feedback by scanning the QR code on the inside of the lid. This, they say, will inform their Heroes assortment selection and wider packaging initiatives in the future.
The tubs also feature OPRL labelling to support consumers with recycling information.
“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging,” says Joanna Dias, UK sustainability lead at Mondelēz International. “The paper tubs demonstrate once more Mondelēz’s commitment to driving sustainable packaging solutions.”
“This project showcases our close collaboration with Mondelēz International to deliver more innovative packaging in response to growing consumer demand for sustainable solutions that make a positive impact,” adds Paul Clarke, managing director for UK & Ireland at DS Smith. “It demonstrates how we can design out waste without compromising on quality or design - from the rounded corners for enhanced shelf appeal, and high-quality print that supports standout branding.”
The Cadbury Heroes paper tubs test and learn initiative is the latest step in Mondelēz’s global ‘Pack Light and Right’ strategy, which focuses on reducing and evolving packaging so it’s designed to be recyclable, utilises recycled materials, and improves recycling infrastructure and capabilities.
