Mondelēz International and DS Smith plan to trial paper tubs for Cadbury Heroes chocolates at Tesco – a move hoped to reduce virgin plastic consumption this Christmas and beyond.
Starting this month, the test-and-learn initiatives will see 300,000 Cadbury Heroes tubs made of paper go on sale in Tesco stores across the UK. Each pack will feature OPRL labelling to provide the recycling information.
Consumers are also asked to share their feedback by scanning the QR code found on the underside of the lid. This information will apparently inform broader packaging initiatives in the future.
This initiative falls under Mondelēz’s global ‘Pack Light and Right’ strategy, in which the company aims to design its packaging for recyclability, use recycled materials where appropriate, and improve recycling infrastructure and capabilities.
Meanwhile, DS claims to have removed 1.7 billion pieces of plastic from circulation by helping customers design out waste in its Now and Next strategy; and Tesco’s ‘4Rs’ strategy is thought to have removed over 2.5 billion pieces of plastic from the retailer’s own-brand products as of April 2025.
Joanna Dias, UK sustainability lead at Mondelēz International, commented:“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging.
“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.”
“We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste,” continued James Bull, head of Packaging at Tesco.
“As part of its Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”
“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,” added Paul Clarke, managing director for UK & Ireland at DS Smith.
“It demonstrates how we can design out waste without compromising on quality or design — from the rounded corners for enhanced shelf appeal, and high-quality print that supports standout branding.”
The news comes as Mondelēz and Tesco join forces to trial Cadbury Crunchie four-bar multipacks that claim to reduce outer packaging per pack by 60% compared to a standard multipack format. The conventional plastic overwrap will be replaced with stickers, which also feature a QR code for consumer feedback.
In a similar trial, Nestlé trialled a paper tub for Quality Street chocolates in Tesco supermarkets last Christmas. It was reportedly suitable for household recycling, with the tub’s popularity with shoppers, as well as feedback from supply chain teams and in-store Tesco employees, taken into consideration.
Mondelēz is also a finalist in this year’s Sustainability Awards, nominated in the Commercialized Recyclable Packaging category for the mono-paper packaging used in LU’s Véritable Petit Beurre product.
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