Cadbury, the iconic UK confectionery brand, is breaking new ground in sustainable packaging with the launch of 300,000 paper-based 'Heroes' tubs. This marks a UK-first trial and forms part of parent company Mondelēz International's broader initiative to reduce virgin plastic use and develop scalable, recyclable packaging alternatives.

The new tubs were developed in partnership with sustainable packaging leader DS Smith and are now being rolled out in select Tesco stores across the UK. This limited-edition launch is not only a significant packaging innovation, but also a consumer engagement experiment. Each tub includes a QR code under the lid, inviting customers to provide feedback that will inform future iterations of both product and packaging design.

“We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback,” said Joanna Dias, Mondelēz’s sustainability lead for the UK. “This test-and-learn initiative will help inform our long-term efforts to reduce virgin plastic.”

Made entirely from recyclable paperboard, the new tubs include On-Pack Recycling Label (OPRL) instructions to help consumers dispose of the packaging correctly. The switch away from plastic tubs, which are common for seasonal and gift products, is expected to significantly reduce plastic waste if scaled successfully.

Paul Clarke, DS Smith's UK & Ireland Managing Director, emphasized the importance of design in this initiative: “We’ve created packaging that maintains quality and shelf appeal while reducing waste — from rounded corners to premium print finishes.”

This move follows a series of sustainability efforts by Mondelēz. In 2024, the company announced that 300 million Cadbury chocolate bars sold in the UK and Ireland would be wrapped in 80% recycled plastic, cutting around 600 tonnes of virgin plastic annually. Similarly, its biscuit range began transitioning to paper-based multipack bags, removing approximately 145 tonnes of virgin plastic each year.

Earlier this year, DS Smith and Cadbury also teamed up to reduce plastic in Cadbury Crunchie multipacks, using a sticker-based format that cut 60% of the outer plastic. These collaborative initiatives underscore the commitment both companies share to sustainable innovation.

The Heroes paper tub trial comes at a time when the UK packaging industry is under increasing regulatory and consumer pressure to reduce its environmental impact. With EPR legislation now in force and public demand for circular economy solutions on the rise, the results of this trial will be watched closely by stakeholders across the supply chain.

As Mondelēz works toward its target of reducing virgin plastic use by 5% by the end of 2025 (based on 2020 levels), initiatives like the Heroes paper tub serve as tangible proof of progress — blending consumer experience, sustainability, and brand innovation in one recyclable package.