Saturday, 25 October 2025
Mondelēz and Tesco Trial 300,000 Cadbury Heroes Paper Tubs in Sustainable Packaging Push Mondelēz International has partnered with Tesco to launch a major sustainable packaging trial this October, rolling out 300,000 paper tubs of Cadbury Heroes across Tesco stores nationwide ahead of the festive season. The recyclable paper tubs, developed with packaging specialist DS Smith […]
Mondelēz International has partnered with Tesco to launch a major sustainable packaging trial this October, rolling out 300,000 paper tubs of Cadbury Heroes across Tesco stores nationwide ahead of the festive season.
The recyclable paper tubs, developed with packaging specialist DS Smith after several years of research, are part of Mondelēz’s ongoing commitment to reducing virgin plastic through “test and learn” initiatives.
The trial of Cadbury Heroes paper tubs comes amid increasing pressure from both regulators and consumers to reduce single-use plastic. The UK Government’s Plastic Packaging Tax, which came into effect in 2022, encourages manufacturers to include at least 30% recycled plastic in packaging or face additional costs. Initiatives like Mondelēz’s help brands stay ahead of these legislative shifts while meeting sustainability commitments.
Globally, similar trends are emerging. The EU Packaging and Packaging Waste Regulation (PPWR), for instance, will require all packaging to be recyclable by 2030. Trials such as this help companies prepare for stricter standards and demonstrate proactive environmental leadership.
Each new Cadbury Heroes paper tub features On-Pack Recycling Labelling (OPRL) to help shoppers dispose of packaging responsibly. Consumers are also being encouraged to scan a QR code inside the lid to share feedback on the packaging and assortment, helping shape future sustainable design and product development.
For the first time, the Cadbury Flake has been added to the Heroes assortment.
“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.”
This is the second major packaging collaboration between Mondelēz and Tesco in 2024. Earlier this year, the two companies introduced around 1.8 million Cadbury Crunchie multipacks with 60% less outer plastic, achieved through an innovative sticker-based packaging solution.
James Bull, Head of Packaging at Tesco, said the partnership supports the retailer’s broader Planet Plan sustainability strategy.
“We are delighted to be working with Mondelēz International on another sustainable packaging initiative which supports our mission to eliminate preventable packaging waste,” he said.
“As part of our Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”
The new paper tub design, created by DS Smith, balances sustainability with brand appeal.
Paul Clarke, Managing Director for UK & Ireland at DS Smith, said the collaboration highlights how innovative design can deliver both function and shelf impact.
“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,” Clarke explained.
“It demonstrates how we can design out waste without compromising on quality or design — from the rounded corners for enhanced shelf appeal, to the high-quality print that supports standout branding.”
The paper tub trial forms part of Mondelēz’s global “Pack Light and Right” strategy, which focuses on reducing packaging, designing it to be recyclable, using recycled materials wherever possible, and strengthening recycling infrastructure.
This approach has already resulted in notable changes across the company’s portfolio:
Around 300 million Cadbury sharing bars in the UK and Ireland are now wrapped in 80% certified recycled plastic.
Paper-based multipack bags have been introduced across Cadbury biscuits, cutting virgin plastic use by an estimated 145 tonnes annually.
The results of the Cadbury Heroes paper tub trial will inform future packaging choices across the Mondelēz portfolio. The company plans to continue working closely with Tesco and other retail partners to explore scalable, recyclable alternatives that reduce plastic use without compromising on quality or consumer experience.
Through collaboration and innovation, Mondelēz aims to help make sustainable packaging the norm, not the exception, across its brands.
The launch of 300,000 Cadbury Heroes paper tubs represents a tangible step in Mondelēz International’s journey toward a more sustainable future. Partnering with Tesco and DS Smith, the company is combining design innovation with consumer insight to reduce plastic waste and improve recyclability.
As festive shoppers fill their baskets, this initiative offers a glimpse into the future of confectionery packaging, one where sustainability, quality, and creativity go hand in hand.
At All-Ireland Sustainability, we’re committed to building a greener, fairer island, together. Stay informed on the latest environmental initiatives, community action, and policy developments shaping sustainability across Ireland, North and South.
👉 Sign up for our newsletter today and be the first to hear about upcoming events, expert insights, and ways to get involved.
Whether you’re a seasoned advocate or just starting your journey, new members are always welcome.
Subscribe now and be part of the All-Ireland Sustainability Membership.