Snacking company Mondelēz International will introduce 300,000 paper tubs of its Cadbury Heroes range into Tesco outlets nationwide from October 2025 as part of a trial aimed at reducing virgin plastic use.
The tubs, produced in partnership with packaging company DS Smith, represent a further step in Mondelēz’s test-and-learn approach that will help guide the company’s long-term efforts to cut use of virgin plastic.
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DS Smith UK and Ireland managing director Paul Clarke 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 on quality or design — from the rounded corners for enhanced shelf appeal, and high-quality print that supports standout branding.”
The Heroes tubs will include mini Cadbury Flakes for the first time, and incorporate on-pack recycling label guidance.
Consumers will be invited to provide feedback via a QR code printed on the inside of the lid. Responses will be used to inform future assortment decisions and packaging development.
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By GlobalDataThe initiative follows a recent collaboration between Mondelēz and Tesco that trialled 1.8 million Cadbury Crunchie multipacks featuring a sticker solution that reduced outer plastic by 60% compared with the standard multipack format.
Mondelēz International UK Sustainability lead Joanna Dias stated: “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.”
Mondelēz positions the Heroes tubs within its global Pack Light and Right programme, which prioritises packaging reduction, recyclability, use of recycled content where suitable, and improvements to recycling infrastructure.
In 2024, the company reported that 300 million Cadbury sharing bars in the UK and Ireland would be wrapped using advanced recycling technology, delivering the equivalent of 600 tonnes of post-consumer recycled plastic annually.
It also introduced paper-based multipack bags across Cadbury biscuits in the UK, cutting about 145t of virgin plastic.
Tesco has its own packaging commitments under a 4Rs framework that targets removal of plastic across its own-brand ranges and collaboration with suppliers to cut packaging.
DS Smith work with customers aims to design out waste and has developed circular design metrics to assess packaging circularity.
In early October 2025, DS Smith partnered with Danish multinational brewing company Carlsberg to test its new Round Wrap packaging in Poland.
