Ahead of the festive season, Mondelēz and Tesco are trialling 300,000 Cadbury Heroes paper tubs in a major sustainable packaging initiative.
Mondelēz International is launching a sustainable packaging trial this October, rolling out 300,000 paper tubs of Cadbury Heroes across Tesco stores nationwide ahead of the festive season.
The paper tubs demonstrate once more Mondelēz’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.”
The recyclable tubs, developed with packaging specialist DS Smith after several years of research, are part of Mondelēz’s “test and learn” drive to reduce virgin plastic. For the first time, the assortment will also include the Cadbury Flake.
As part of the trial, Mondelēz has asked consumers to share feedback by scanning a QR code inside the lid. Their responses will help shape future Heroes assortments and wider packaging initiatives. Each tub also carries On-Pack Recycling Labelling (OPRL) to help shoppers with disposal.
“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging,” said Joanna Dias, UK Sustainability Lead at Mondelēz International. “The paper tubs demonstrate once more Mondelēz’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.”
Ongoing collaboration with Tesco
The initiative marks the second collaboration between Mondelēz and Tesco on sustainable packaging this year. In a previous trial, the partners introduced around 1.8 million Cadbury Crunchie multipacks with 60 percent less outer plastic, achieved through an innovative sticker solution.
James Bull, Head of Packaging at Tesco, commented: “We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste. As part of its Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”
Paul Clarke, Managing Director for UK & Ireland at DS Smith, said the design strikes a balance between sustainability and strong shelf presence.
“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,” he explained. “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.”
Mondelēz’s wider sustainable packaging strategy
The paper tub initiative is part of Mondelēz’s global “Pack Light and Right” strategy, which aims to reduce packaging, design it to be recyclable, use recycled materials wherever possible and strengthen recycling infrastructure.
That approach has already delivered significant changes. Earlier this year, the company began wrapping around 300 million Cadbury sharing bars in the UK and Ireland in 80 percent certified recycled plastic. Mondelēz also introduced paper-based multipack bags across Cadbury biscuits, cutting virgin plastic use by an estimated 145 tonnes annually.
