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Mondelēz International has partnered with Tesco to trial a new initiative aimed at reducing plastic packaging for its iconic Cadbury Crunchie multipacks.

This innovative approach, which will affect approximately 1.8 million units, marks a pivotal shift in how the chocolate brand addresses environmental concerns while maintaining consumer engagement.

The trial introduces a new design that eliminates the traditional plastic overwrap, replacing it with a specially designed sticker. This change results in a 60% reduction in outer plastic packaging per pack, a first for the Cadbury brand in the UK.

The stickers not only serve as an eco-friendly alternative but also include a QR code linking consumers to an online survey. This feature allows customers to provide feedback on the new design, enhancing user experience and ensuring that nutritional and recycling information remains readily accessible.

Joanna Dias, Mondelēz UK’s sustainability lead, noted the importance of sustainability in the company’s strategy: "Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy. We know that more sustainable packaging is a key concern of our consumers, which is why we are asking for their valuable feedback on the trial."

UK supermarket chain Tesco says it is equally committed to sustainability through its 'Planet Plan'. James Bull, Tesco’s head of packaging, said that this trial could catalyse broader changes within the chocolate/confectionery category.

"This trial from Mondelēz International has the potential to drive forward change in the chocolate category, whilst supporting our mission to eliminate preventable packaging waste," Bull added.

This initiative aligns seamlessly with Tesco's ongoing efforts to reduce its packaging footprint. Since 2019, Tesco has removed over 2.5 billion pieces of plastic from its own brand products, showcasing its dedication to sustainable practices.

The Cadbury Crunchie multipack trial is part of Mondelēz International’s larger commitment to sustainability, which includes previous initiatives such as wrapping approximately 300 million Cadbury sharing bars in the UK and Ireland with 80% certified recycled plastic.

The trial uses advanced recycling technology and a mass balance approach, effectively allocating 600 tonnes of post-consumer recycled plastic annually.

Additionally, the introduction of paper-based multipack bags across Cadbury biscuits has led to a reduction of approximately 145 tonnes of virgin plastic.