Mondelēz partners Tesco to launch trial to slash plastic in Cadbury Crunchie multipacks

UK – Mondelēz International, the parent company of Cadbury, has partnered with Tesco to trial a new packaging format for Cadbury Crunchie four-bar multipacks in the UK. 

According to a recent announcement, the initiative replaces traditional plastic overwrap with adhesive stickers, reducing outer plastic by 60% per pack across approximately 1.8 million multipacks sold in Tesco stores. 

The trial, which began in August 2025 and will continue until early 2026, aims to gather consumer feedback to refine future packaging designs.

Each sticker features a QR code linking to an online survey, providing shoppers with access to nutritional and recycling information while encouraging input on the new format’s usability. 

In a statement, Joanna Dias, Mondelēz UK Sustainability Lead, said, “Reducing packaging and virgin plastic use is central to our global ‘Pack Light and Right’ strategy.”

“We value consumer feedback to ensure our innovations meet their expectations for sustainability.” 

James Bull, Tesco’s Head of Packaging, emphasized the retailer’s dedication to sustainability, stating, “Our Planet Plan drives us to reduce packaging waste and collaborate with suppliers on innovative solutions. This trial could reshape packaging standards in the chocolate category.” 

Tesco’s 4Rs strategy, remove, reduce, reuse, recycle, has already eliminated over 2.5 billion pieces of plastic from its own-brand products and cut packaging by approximately 6,500 US tons since 2020.

This trial builds on Mondelēz’s ongoing sustainability efforts. In 2024, the company introduced packaging with 80% certified recycled plastic for 300 million Cadbury sharing bars in the UK and Ireland, reducing virgin plastic use by about 660 US tons annually. 

Additionally, paper-based multipack bags for Cadbury biscuits have cut roughly 160 US tons of virgin plastic.

A recent update from November 2024 highlights Mondelēz’s collaboration with Amcor to implement 80% recycled plastic packaging for Cadbury sharing bars, reinforcing their commitment to sustainable practices. 

This move, combined with the Crunchie trial, positions Mondelēz and Tesco as leaders in reducing plastic waste in the confectionery sector.

The trial’s success could pave the way for broader adoption of sticker-based packaging, potentially transforming industry standards.

Consumer feedback collected via the QR code survey will play a critical role in shaping these future innovations, ensuring alignment with both environmental goals and shopper preferences.

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