Mondelēz International, one of the world’s largest snacking companies, with brands including Cadbury, Toblerone and OREO, and Tesco, the UK’s leading supermarket, are trialing a new initiative to reduce plastic packaging on Cadbury Crunchie multipacks.
As part of a test-and-learn initiative lasting until early 2026, the plastic overwrap on ~1.8 million Cadbury Crunchie Four Bar Multipacks sold in Tesco stores will be replaced with innovative stickers, reducing the outer plastic packaging by 60% per pack.
Each sticker also incorporates a QR code linking to an online survey, providing consumers with a direct opportunity to give feedback on the new design and its usability, along with all nutritional and recycling information currently found on existing Cadbury Crunchie multipacks. Insights from the survey will be used to help refine Mondelēz International’s approach to future packaging innovation, supporting its global sustainable packaging goals.
Joanna Dias, Mondelēz UK Sustainability Lead says: “We’re delighted to be announcing this Cadbury Crunchie multipack trial in the UK which reduces the outer plastic use by 60%. Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy and we know that more sustainable packaging is a key concern of our consumers, which is why we are asking for their valuable feedback on the trial.”
James Bull, Tesco’s Head of Packaging adds: “As part of our Planet Plan, Tesco is committed to reducing its packaging footprint and working with suppliers to assess the suitability of their packaging. This trial from Mondelēz International has the potential to drive forward change in the chocolate category, whilst supporting our mission to eliminate preventable packaging waste.”
The trial is the latest step in Mondelēz International’s global “Pack Light and Right” strategy, which focuses on reducing packaging, evolving packaging so that it is designed to be recyclable, utilizing recycled materials where appropriate, and improving recycling infrastructure and capabilities.
Last year, the company announced that ~300 million Cadbury sharing bars in the UK and Ireland would be wrapped in 80% certified recycled plastic using advanced recycling technology and a mass balance approach, allocating the equivalent of 600 tonnes of post-consumer recycled plastic each year, while paper-based multipack bags have been introduced across Cadbury biscuits in the UK, reducing approximately 145 tonnes of virgin plastic use.
Meanwhile, Tesco is committed to reducing its packaging strategy through its “4Rs” strategy of removing plastic amongst its own product ranges and working with suppliers to help reduce packaging. As of April 2025, Tesco has removed over 2.5 billion pieces of plastic from its own brand products in the UK since 2019, while since 2020, the supermarket has removed 5,900 tonnes of packaging through plastic reduction.
More information on Mondelēz International’s approach to more sustainable packaging can be found here, while Tesco’s approach to packaging and plastics can be found here.
