Cadbury, one of the UK’s most iconic chocolate brands owned by Mondelez International, has made a significant stride towards packaging sustainability. As of May 2025, Cadbury’s flagship purple packaging will now contain 80% recycled plastic, a move aligned with Mondelez’s broader sustainability commitments under its Pack Light and Right strategy.

This transition impacts the brand’s bestselling products, including Cadbury Dairy Milk bars sold in the UK and Ireland. By incorporating recycled plastic—specifically post-consumer recycled (PCR) content—Cadbury aims to significantly reduce its reliance on virgin fossil-based plastics and lower its carbon footprint.

"We know consumers expect brands like Cadbury to take action on packaging," said , UK Managing Director at Mondelez International. "This shift to recycled content helps us build a future where chocolate lovers can enjoy our products with less environmental impact."

Mondelez has partnered with advanced recycling and packaging suppliers to ensure that the quality and integrity of the packaging remain intact while integrating PCR content. The packaging continues to offer the same protection and shelf-life, ensuring food safety is not compromised.

Highlights of the packaging update include:

• 80% of the plastic content is made from post-consumer recycled material
• No compromise in print quality or brand visibility of Cadbury’s iconic purple
• Rollout across Dairy Milk and eventually other Cadbury ranges

This initiative supports Mondelez International’s wider goal to achieve 100% recyclable packaging by 2025 and reduce virgin plastic use by 25%. It also follows a series of packaging innovations from the company, including the reduction of packaging layers and experimentation with paper-based solutions in other regions.

The move has been welcomed by environmental groups and consumers alike. It demonstrates how legacy brands can modernize their packaging without sacrificing brand heritage. Cadbury’s use of its iconic purple—with a more sustainable material base—proves that tradition and innovation can coexist in the journey toward responsible packaging.

This change is more than cosmetic. It is a material step forward in demonstrating that even globally beloved consumer products can embrace circular economy principles, reduce waste, and respond meaningfully to the climate crisis.

Cadbury’s initiative also serves as a model for other large FMCG brands, showing that scalable, consumer-facing packaging changes are not only feasible but essential in the current regulatory and environmental landscape.