Cadbury introduces 80% recycled plastic packaging for sharing bars

UK – Mondelēz International has announced the rollout of 80% certified recycled plastic packaging for Cadbury sharing bars in the British Isles.

The new packaging will be phased in this year for bars produced in Bournville, England, and Coolock, Ireland, and is set to use approximately 600 tonnes (661 tons) of post-consumer recycled (PCR) plastic annually, packaging around 300 million bars.

The innovation is the result of collaboration with Amcor and Jindal Films, which integrated Amcor’s AmFiniti recycled plastic into recycle-ready packaging.

This shift aligns with regulatory frameworks such as the European Union’s Packaging and Packaging Waste Regulation (PPWR), which promotes recycling and using recycled content.

The recycled plastic is made using advanced chemical recycling technology, ensuring it is safe for food-contact applications.

According to Gerald Rebitzer, senior director of sustainability and public affairs at Amcor, “The PCR polyolefin resins produced by mechanical recycling are generally not pure enough for food or healthcare packaging in Europe.

“However, advanced recycling reduces post-consumer plastic to its chemical building blocks, resulting in resins that match the purity and properties of virgin plastic.”

Mondelēz is employing the mass balance approach to certify the 80% recycled content, which has been verified through International Sustainability & Carbon Certification (ISCC) PLUS.

While the exact amount of recycled plastic in each individual wrapper cannot be determined, the average recycled feedstock content is accounted for across production. 

This new packaging represents Cadbury’s highest percentage of recycled flexible plastic globally.

The wrappers display the recycled content prominently with a statement on the front, “Wrapped in 80% Recycled Plastic/Recycle Me Again.”

A QR code on the back directs consumers to a digital platform explaining mass balance, sustainable packaging efforts, and recycling resources, including the Recycle Now locator from the Waste and Resources Action Programme (WRAP).

Cadbury’s commitment to sustainable packaging began in 2022 by introducing 30% certified recycled plastic packaging for its 110-gram Dairy Milk and Mini Snowballs sharing bars in the UK and Ireland. That packaging was also ISCC-certified through mass balance.

Mondelēz is expanding its use of advanced recycling and mass balance across other markets, including the US and Canada, where Triscuit bag-in-box liners now feature up to 50% ISCC PLUS-certified recycled plastic.

By advancing its packaging sustainability, Cadbury sets a global benchmark in reducing environmental impact while maintaining high standards for food safety and consumer engagement.

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