Mondelēz and Tesco trial reduced-plastic Cadbury Crunchie multipacks

Mondelēz International has partnered with Tesco to trial a reduced-plastic packaging format for Cadbury Crunchie multipacks, aiming to cut the amount of outer packaging by 60% per pack.

The pilot, running until early 2026, replaces the traditional plastic overwrap on Cadbury Crunchie Four Bar Multipacks with a sticker. The stickers feature a QR code linking to an online survey, where shoppers can provide feedback on the design and usability. The code also gives access to nutritional and recycling details previously displayed on the multipack’s outer wrap.

According to Mondelēz, the trial is part of its global “Pack Light and Right” strategy, which focuses on reducing packaging volumes and virgin plastic use. The company says consumer feedback will play a role in assessing the success of the new format.

Joanna Dias, Mondelēz UK Sustainability Lead, says: 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.

The move follows other packaging reduction efforts by Mondelēz, including a 2023 collaboration with Amcor and Jindal Films to use 80% recycled plastic for around 300 million Cadbury sharing bars sold in the UK and Ireland. The material, sourced through advanced recycling processes, is designed to meet food-grade standards.