Mondelēz International is piloting a new, on pack QR code for its UK summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny packs.

Consumers can access a new online platform ‘SnackingRight’ via the QR to find out more about the company’s sustainability and well-being programs, including how to recycle certain packaging.

This UK SnackingRight pilot, a global first for Mondelēz, is designed to share recycling information with consumers. The platform features the Recycle Now locator from WRAP, so consumers can check local recycling facilities and promote a more circular economy for packaging.

By scanning the QR code on the outer packaging, consumers can access this online platform, which provides information about the company’s global Snacking Made Right programs, including its cocoa sourcing program Cocoa Life, as well as the tips on mindful snacking and recycling. The platform is set to include further brands, products and geographies in the future.

By incorporating the Recycle Now locator from WRAP it aims to help consumers find out what packaging materials are collected and recycled at nearby locations. This feature aims to increase consumer knowledge and drive behaviour change so that more packaging can be taken to the sites that manage recycling.

This pilot is part of the company’s ‘Pack Light and Right’ sustainability packaging strategy. The QR code approach leverages smart technology to provide consumers with important information without having to add multiple labels on pack physically.

Helen Bird, head of business collaboration at WRAP, explained: “There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping. Last month more than half a million people visited the Recycle Now website to find their nearest collection points for this type of plastic. We are pleased to be working with Mondelēz International to pilot QR codes which link to the Recycle Now website.”

“Citizens play a critical role in the recycling chain, and it is imperative that businesses engage with them through a range of tactics if we are to meet UK Plastics Pact targets. Working with partners like Mondelēz International allows us to run direct-to-citizen campaigns, provide tools and develop behaviour change interventions to enable citizens to recycle more effectively. We look forward to seeing the results of the trial,” she added.

Sandra Toivo, senior brand manager for Cadbury multipacks, added: “We know living a more sustainable and healthier lifestyle is important to our consumers, but sometimes they do not feel they have the right information about the products they choose to do so.

Through the SnackingRight platform we are testing new digital solutions to meet this consumer need. I’m looking forward to seeing the results of the pilot. I hope that by working with WRAP and their Recycle Now™ locator we engage more consumers in recycling initiatives now and help form habits for the future.”

“The QR code pilot is the next step on the UK business’ journey towards creating a future where people and planet thrive, focused on using less energy, water and reducing waste, with ingredients consumers know and trust,” confirmed Ms Toivo.

This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA are joining forces to bring news and commentary about the active and intelligent packaging landscape to a larger audience. To learn more about this partnership, click here.