Mondelēz and DS Smith launch Cadbury Heroes paper tub trial

Mondelēz International is directly responding to intensifying consumer demand for sustainable packaging by announcing a major collaboration with international packaging provider DS Smith.

The partnership is introducing 300,000 Cadbury Heroes paper tubs, set to hit Tesco stores nationwide this October ahead of the crucial festive season.

This project marks a significant step for the iconic Cadbury brand in the UK, showcasing a proactive response to shoppers who prioritise environmentally responsible packaging when making purchasing decisions.

The new paper tubs — a result of several years of research and development with DS Smith — represent a crucial test-and-learn initiative for Mondelēz’s long-term goal of reducing virgin plastic use.

“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,” commented Paul Clarke, UK & Ireland managing director of DS Smith. “It demonstrates how we can design out waste without compromising on quality or design.”

Key features of the trial designed to improve the consumer experience and encourage recycling include:

• Recyclability: the new tubs feature OPRL labelling to provide clear recycling instructions, supporting the consumer journey toward responsible disposal.
• Feedback integration: Mondelēz is asking Heroes fans to share their feedback via a QR code on the lid, directly involving the consumer in shaping future sustainable packaging initiatives.
• Product Integrity: the trial includes the iconic Cadbury Flake for the first time in this format, ensuring the product experience remains high quality.

Joanna Dias, Mondelēz UK sustainability lead, stated that 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 paper tub initiative is the second recent sustainable packaging collaboration between Mondelēz and Tesco, which is deeply committed to reducing its own packaging footprint.

“We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste,” said James Bull, Tesco’s head of packaging.

This joint effort supports Mondelēz’s global “Pack Light and Right” strategy, which focuses heavily on evolving packaging to be designed for recyclability and utilizing recycled materials.

The company previously announced that around 300 million Cadbury sharing bars in the UK and Ireland would be wrapped in 80% certified recycled plastic. Similarly, DS Smith has removed over 1.7 billion pieces of plastic globally in the last five years, exceeding its targets and providing customers with the Circular Design Metrics necessary to measure and reduce packaging waste.