- Cadbury launches its first paper-based Heroes tubs in Tesco stores across the UK.
- The trial aims to reduce plastic waste and test consumer reactions.
- Developed with DS Smith after years of research and innovation.
- The move supports Mondelēz International’s goal to cut virgin plastic by 5% by 2025.
Cadbury has taken another bold step toward eco-friendly packaging with the launch of its first-ever paper-based tubs for its popular Heroes assortment. The confectionery giant has rolled out 300,000 of these new tubs across Tesco stores in the United Kingdom, marking a major milestone in its effort to reduce plastic waste.
This UK-first initiative is part of parent company Mondelēz International’s ongoing mission to make its packaging more sustainable and recyclable. The trial also allows customers to share their opinions directly, shaping the future of Cadbury’s packaging innovations.
A Fresh Take on Classic Heroes Packaging
Developed in collaboration with sustainable packaging experts DS Smith, the new Heroes paper tubs are the result of several years of design and research. The aim is to discover whether consumers will embrace recyclable paper packaging without compromising on the look and feel that fans expect from Cadbury.
Each tub includes a QR code printed inside the lid. Shoppers can scan it to leave feedback on their experience with the packaging. This “test and learn” approach is designed to gather valuable insights from real customers before a wider rollout.
The paper tubs also carry clear On-Pack Recycling Label guidance, helping consumers understand how to dispose of the packaging responsibly. By combining innovation with consumer input, Cadbury hopes to refine its sustainability strategy for the long term.
Building on Previous Sustainable Packaging Success
This trial follows a series of recent packaging improvements from Mondelēz International. The company recently worked with DS Smith on another project that redesigned Cadbury Crunchie multipacks. The updated format cut plastic use by 60 percent through a simple yet smart sticker-based design.
In 2024, Mondelēz made headlines when it introduced recycled plastic for 300 million Cadbury sharing bars across the UK and Ireland. This change alone saved around 600 tonnes of post-consumer plastic every year. The company also replaced traditional plastic multipack bags across its biscuit range with paper-based alternatives, cutting roughly 145 tonnes of virgin plastic annually.
Each step brings Mondelēz closer to its commitment to reduce virgin plastic use by 5 percent by the end of 2025, based on its 2020 baseline. The new Heroes paper tubs are a key part of that journey.
Voices Behind the Innovation
Joanna Dias, sustainability lead for Mondelēz in the UK, said the initiative shows the company’s dedication to improving its environmental impact. “We are extremely proud to launch the new Cadbury Heroes paper tubs,” she explained.
“We want to hear what consumers think and use that feedback to guide our future packaging plans. This trial highlights our long-term ambition to create more sustainable packaging and cut our use of virgin plastic.”
Paul Clarke, managing director for DS Smith in the UK and Ireland, echoed that message. He described the collaboration as a model of innovation and teamwork. “This project demonstrates how our partnership with Mondelēz is delivering new packaging that meets growing consumer demand for sustainable solutions,” he said.
“We have designed out waste while maintaining the quality and appearance that shoppers expect. Even details like the rounded corners and high-quality print have been carefully considered.”
A Broader Push for Circular Packaging
Mondelēz’s latest move aligns with growing industry trends toward circular design and waste reduction. The company is also a partner in wider initiatives that promote sustainable packaging practices across the UK. By testing recyclable materials in real-world conditions, it aims to lead by example and encourage other brands to follow suit.
The new paper tubs are available for a limited time in Tesco stores. The results from this trial will influence not just the future of Heroes packaging but potentially other products within the Cadbury family as well.
The effort highlights how established brands can evolve without losing their identity, offering shoppers a more sustainable way to enjoy familiar favorites.
Follow TechBSB For More Updates
