Cadbury has introduced a significant change to its iconic Heroes tubs and tins with the release of 300,000 recyclable paper tubs as part of a limited trial at select Tesco stores. This shift, aimed at environmental sustainability, has sparked mixed feelings among shoppers, with some saying it “takes the joy out of Christmas.”
The new paper tubs have been developed in collaboration with packaging specialist DS Smith after several years of research and form part of Mondelēz International’s “test and learn” initiative to cut down on virgin plastic use. Notably, this is the first time the famous Cadbury Flake is included in the assortment.
To gather consumer insights, each tub features a QR code inside the lid for buyers to provide feedback, which will influence future Heroes ranges and wider packaging strategies. Additionally, cartons carry On-Pack Recycling Labelling (OPRL) to guide customers on proper disposal.
READ MORE: Villa Hardcore and Youth Hooligan Threat Diminished, Police Report Reveals
Joanna Dias, UK Sustainability Lead at Mondelēz International, expressed pride in the new packaging: “We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging.”
Despite the environmentally conscious approach, some media coverage, such as a headline in The Sun, suggested the change could diminish the festive spirit associated with Christmas treats.
Dias reaffirmed the company’s dedication to sustainable packaging: “The paper tubs demonstrate once more Mondelēz’s commitment to driving sustainable packaging solutions. This test and learn initiative in partnership with Tesco will help inform our long-term efforts to reduce virgin plastic.”
James Bull, Head of Packaging at Tesco, emphasized the retailer’s role, stating: “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, highlighted the design balance: “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. It demonstrates how we can design out waste without compromising on quality or design—from the rounded corners for enhanced shelf appeal, to high-quality print that supports standout branding.”