QR code on Cadbury’s Crunchie multipacks aims to get feedback on new sustainable design | 04-09-2025 |
Cadbury, the UK confectionery brand owned by Mondelez International, is trialling new packaging for its Crunchie multipacks in Tesco stores in the UK. As part of a test-and-learn initiative lasting until early 2026, the plastic overwrap on around 1.8 million Cadbury Crunchie Four Bar Multipacks sold in the stores will be replaced with stickers, reducing the outer plastic packaging by 60% per pack, it says.
The new sticker features a QR code, linking to an online survey, which will allow customers the opportunity to provide feedback on the new design and its usability. The site will also feature all the nutritional and recycling information found on the standard multipacks. Insights from the survey will be used to help refine Cadbury’s approach to future packaging innovation, says the company.
“Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy”, said Joanna Dias, Mondel?z UK sustainability lead. “So we’re delighted to be announcing this Cadbury Crunchie multipack trial in the UK which reduces the outer plastic use by 60%. Reducing our packaging and the use of virgin plastic are key pillars in our global ‘Pack Light and Right’ strategy and we know that more sustainable packaging is a key concern of our consumers, which is why we are asking for their valuable feedback on the trial.”
James Bull, head of packaging, Tesco, added, “As part of our Planet Plan, Tesco is committed to reducing its packaging footprint and working with suppliers to assess the suitability of their packaging. This trial from Mondel?z International has the potential to drive forward change in the chocolate category, whilst supporting our mission to eliminate preventable packaging waste.”
Earlier this year, Cadbury kicked off the transition of all sharing bars sold in the UK and Ireland to wrappers made from 80% recycled plastic. The move is the result of a collaboration with global packaging company Amcor and recyclable packaging manufacturer Jindal Films.
