Mondelēz International, a leader in the global snacking sector, is collaborating with DS Smith, a premier provider of sustainable fibre-based packaging solutions and a part of International Paper, to launch a trial of 300,000 Cadbury Heroes paper tubs across Tesco stores nationwide starting in October. This initiative forms part of Mondelēz’s long-term strategy to minimize the use of virgin plastic in food and drink packaging.
The innovative Cadbury Heroes paper tubs, developed through extensive research in partnership with DS Smith, will feature the beloved Cadbury Flake for the first time. As part of this trial, Mondelēz encourages Heroes fans to provide their feedback by scanning the QR code located inside the tub’s lid. This valuable input will help shape the selection of the Heroes assortment and inform future packaging initiatives. Additionally, the tubs are labeled with OPRL information to guide consumers on recycling.
This trial marks the second sustainable packaging venture between Mondelēz and Tesco. Earlier, they successfully introduced approximately 1.8 million Cadbury Crunchie multipacks with a remarkable 60% reduction in outer plastic packaging per pack, achieved through an innovative sticker solution.
Joanna Dias, Mondelēz UK’s Sustainability Lead, remarked: “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.”
James Bull, Tesco’s Head of Packaging, added: “We are delighted to be working with Mondelēz International on another sustainable packaging initiative that supports our mission to eliminate preventable packaging waste. As part of its Planet Plan, Tesco is dedicated to minimizing its packaging footprint and collaborating with suppliers to assess packaging suitability.”
Paul Clarke, UK & Ireland Managing Director of DS Smith, stated: “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. It demonstrates how we can design out waste without compromising quality or aesthetics — featuring rounded corners for enhanced shelf appeal and high-quality printing that supports standout branding.”
The Cadbury Heroes paper tubs trial represents a significant step in Mondelēz’s global “Pack Light and Right” strategy, focusing on reducing packaging volume, ensuring recyclability, utilizing recycled materials where feasible, and enhancing recycling infrastructure and capabilities.
In the previous year, the company announced that approximately 300 million Cadbury sharing bars in the UK and Ireland would be encased in 80% certified recycled plastic leveraging advanced recycling technology. This translates to an allocation of about 600 tonnes of post-consumer recycled plastic each year. Furthermore, paper-based multipack bags have been introduced for Cadbury biscuits in the UK, resulting in a reduction of around 145 tonnes of virgin plastic usage.
As part of its Now and Next strategy, DS Smith is aiding its customers in designing out waste. Over the last five years, the company has eliminated more than 1.7 billion pieces of plastic, surpassing its target by over 700,000. DS Smith has also developed Circular Design Metrics—an industry first—to evaluate and compare the circularity of packaging designs, ensuring materials and products remain in use for extended periods. Concurrently, Tesco is committed to minimizing its packaging footprint through its “4Rs” strategy, which focuses on the removal of plastic among its product lines while collaborating with suppliers for further reductions. As of April 2025, Tesco has eliminated over 2.5 billion pieces of plastic from its own brand offerings in the UK since 2019, in addition to removing 5,900 tonnes of packaging through various reduction initiatives.
For further details on Mondelēz International’s sustainable packaging approach, visit here. To learn more about Tesco’s packaging and plastics strategy, click here. Additional information regarding DS Smith’s Now and Next strategy can be found here.
