Cadbury has ignited a festive debate with a significant change to its popular Heroes selection, launching 300,000 paper tubs in a limited trial that some critics claim could diminish Christmas cheer.
A Sustainable Shift for the Festive Season
The Birmingham-based chocolate giant, owned by Mondelēz International, has initiated this controversial trial in partnership with select Tesco stores across the UK. The new, fully recyclable paper tubs mark a bold step in the company's drive to reduce its use of virgin plastic. Developed over several years of research with packaging specialist DS Smith, this initiative is part of Mondelēz's 'test and learn' approach to sustainable packaging.
In a notable first for the Heroes assortment, the iconic Cadbury Flake will now be included among the festive favourites. To gauge public opinion, Mondelēz is actively encouraging consumer feedback. Each tub features a QR code inside the lid that shoppers can scan to share their thoughts, which will directly influence future packaging decisions and Heroes assortments.
Mixed Reactions and Industry Perspectives
Despite the environmental intentions, the move has faced criticism. Last month, a headline in The Sun newspaper declared that the change 'takes the joy out of Christmas', capturing the sentiment of some disgruntled shoppers.
Joanna Dias, UK Sustainability Lead at Mondelēz International, expressed pride in the initiative, stating: 'We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging.' She emphasised that this test-and-learn initiative with Tesco supports the company's long-term commitment to reducing virgin plastic.
James Bull, Head of Packaging at Tesco, commented on the collaboration: 'We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste.' This forms part of Tesco's broader Planet Plan to reduce its packaging footprint.
Designing a Greener Future for Chocolate Packaging
Paul Clarke, Managing Director for UK & Ireland at DS Smith, highlighted the design's careful balance. He explained that the project showcases close collaboration to deliver innovative packaging that meets growing consumer demand for sustainable solutions. The design features rounded corners for enhanced shelf appeal and high-quality print to maintain strong branding, demonstrating that waste reduction need not compromise on quality or visual impact.
Each tub also carries clear On-Pack Recycling Labelling (OPRL) to assist consumers with correct disposal, completing a package that aims to make sustainability both accessible and appealing during the festive season.
