Starting this month, 300,000 Cadbury Heroes paper tubs will be offered in Tesco stores across the UK for a limited time.
The paper tubs are part of a test-and-learn initiative that will help Mondelēz learn more about achieving its long-term goal of reducing virgin plastic.
The paper tubs are the result of several years of research and development in partnership with DS Smith.
Paul Clarke, managing director for the UK and Ireland at DS Smith, commented, “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 on quality or design, from the rounded corners for enhanced shelf appeal and high-quality print that supports standout branding.”
Test-And-Learn Initiative
The Cadbury Heroes paper tub test-and-learn initiative is part of Mondelēz’s global Pack Light and Right strategy, focusing on reducing packaging, improving recyclability, utilising recycled materials where appropriate, and improving recycling infrastructure and capabilities.
Mondelēz is also asking fans to share their feedback by scanning the QR code on the inside of the lid.
This feedback will be helpful in the selection of assortment, as well as wider packaging initiatives in the future.
The Cadbury Heroes assortment will also feature Cadbury Flake.
The paper tubs feature on-pack recycling labels (OPRLs), to support consumers with recycling information, the company noted.
‘Sustainable Packaging Solutions’
Joanna Dias, UK sustainability lead at Mondelēz International, added, “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, head of packaging at Tesco, added, “We are delighted to be working with Mondelēz International on another sustainable packaging initiative, which will support our mission to eliminate preventable packaging waste. As part of its Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”
In August 2025, Mondelēz International teamed up with Tesco to trial new Cadbury Crunchie multipack packaging, with the aim of cutting the use of outer plastic by 60% per pack.