Mondelēz, Tesco trial cadbury heroes paper tubs in major sustainable packaging initiative
For the first time, the Cadbury Heroes assortment will include Cadbury Flake, expanding the product line while maintaining the brand’s signature appeal.
USA – Mondelēz International has partnered with Tesco to launch a large-scale sustainable packaging trial, rolling out 300,000 recyclable paper tubs of Cadbury Heroes across Tesco stores nationwide ahead of the festive season.
The initiative, developed in collaboration with packaging specialist DS Smith, marks a significant step in Mondelēz’s ongoing efforts to reduce virgin plastic through its global “Pack Light and Right” strategy.
The new paper tubs, created after several years of research and design testing, are fully recyclable and part of the company’s “test and learn” approach to improving packaging sustainability.
For the first time, the Cadbury Heroes assortment will include Cadbury Flake, expanding the product line while maintaining the brand’s signature appeal.
Each paper tub includes On-Pack Recycling Labelling (OPRL) to guide consumers on responsible disposal and a QR code inside the lid that invites feedback on the packaging and product experience.
The consumer insights collected will help shape future product designs and wider packaging developments across Mondelēz’s portfolio.
“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.”
The collaboration represents the second sustainable packaging trial between Mondelēz and Tesco this year.
In an earlier initiative, the two companies introduced 1.8 million Cadbury Crunchie multipacks with 60% less outer plastic, achieved through an innovative sticker-based packaging system.
James Bull, Head of Packaging at Tesco, noted that the partnership aligns with Tesco’s Planet Plan, which aims to eliminate preventable packaging waste.
“We are delighted to work with Mondelēz International on another initiative that supports our mission to reduce our packaging footprint and evaluate packaging suitability in line with sustainability goals,” he said.
Paul Clarke, Managing Director for UK & Ireland at DS Smith, emphasized the balance between sustainability and design appeal.
“This project demonstrates how we can design out waste without compromising quality or shelf impact, from the rounded corners that enhance shelf appeal to the high-quality print that supports standout branding,” he explained.
The paper tub initiative follows a series of packaging improvements under Mondelēz’s global sustainability framework.
Earlier this year, the company began wrapping around 300 million Cadbury sharing bars in 80% certified recycled plastic and introduced paper-based multipack bags across Cadbury biscuits, cutting virgin plastic use by about 145 tonnes annually.
Through continued innovation and collaboration, Mondelēz aims to develop scalable, recyclable packaging solutions that meet consumer expectations, regulatory demands, and environmental targets.
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