Mondelēz, DS Smith launch Cadbury Heroes paper tub trial in Tesco to cut virgin plastic use

UK – Mondelēz International, the global snacking giant behind Cadbury, has partnered with DS Smith to introduce 300,000 paper-based tubs of Cadbury Heroes across Tesco stores nationwide starting October 2025, marking a major step toward reducing virgin plastic use in its packaging.

The paper tubs, developed with DS Smith, form part of Mondelēz’s “test-and-learn” strategy to explore scalable packaging alternatives that align with its global Pack Light and Right sustainability program.

The initiative underscores growing collaboration between major FMCG brands and packaging suppliers in developing recyclable, fiber-based packaging for popular consumer products.

Paul Clarke, managing director of DS Smith UK & Ireland, highlighted the project as a showcase of design innovation, “This project demonstrates how we can design out waste without compromising on quality or visual appeal.

“The new tub features rounded corners for better shelf impact and high-quality print that supports Cadbury’s iconic branding.”

The new tubs will also include mini Cadbury Flakes for the first time and feature on-pack recycling guidance.

A QR code inside the lid invites consumers to provide feedback on the new design, which will inform future product and packaging developments.

This trial follows a successful collaboration between Mondelēz and Tesco in 2024, which saw the introduction of 1.8 million Cadbury Crunchie multipacks featuring a sticker-based solution that cut outer plastic use by 60% compared to standard packs.

Joanna Dias, UK sustainability lead at Mondelēz International, said the new initiative builds on that momentum, “We are extremely proud to announce the new Cadbury Heroes paper tubs and are eager to hear consumer feedback.

“This initiative reflects our long-term commitment to reducing virgin plastic and delivering sustainable packaging solutions in partnership with retailers like Tesco.”

Under its Pack Light and Right framework, Mondelēz aims to make all packaging recyclable by 2025 while increasing the use of post-consumer recycled (PCR) content.

In 2024, it began wrapping 300 million Cadbury sharing bars in the UK and Ireland using advanced recycling technology, reclaiming around 600 tonnes of recycled plastic annually.

Tesco’s 4Rs (Remove, Reduce, Reuse, Recycle) strategy complements these efforts, targeting plastic removal across private-label ranges and supplier collaborations.

For DS Smith, the project reinforces its commitment to circular design and innovation in fiber-based packaging.

Earlier in October 2025, the company also partnered with Carlsberg to test its new Round Wrap packaging solution in Poland, aimed at replacing traditional plastic shrink wrap for beverage multipacks.

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