Switching one chocolate for another in any of the major brand tubs is bound to stir up some controversy. However, a modification to the new Cadbury Heroes tubs appears to be largely welcomed by sweet-toothed shoppers.
Cadbury owner Mondelez International has introduced a new cardboard box for the chocolates. In an experiment to gauge customer reaction, 300,000 Cadbury Heroes paper tubs are being sold across Tesco stores nationwide from this month. But there’s more than just the packaging that’s changed – the company has decided to remove the Eclair from these tubs and introduce the iconic Cadbury Flake for the first time, reports Manchester Evening News.
It seems most shoppers are quite pleased with the move. “Permanently swap the Eclairs for Flakes,” suggested one fan, responding to a post about the change on social media. “The plastic tubs have the Eclair. Personally I think it’s an elite swap for a Flake,” commented another.
Some, however, would prefer to see the Creme Egg chocolate go, with one saying: “Naah. Get rid of the Creme Eggs and keep the Eclairs. Terrible swap,” and another remarking: “Now swap the Creme Egg things!”
Cadbury isn’t the only company transitioning towards paper tubs. Last year Quality Street tested a cardboard tub in Tesco and it’s back in selected branches of the supermarket again this year.
A Nestle spokesperson said: “Quality Street’s first-of-its-kind paper tub is back in selected Tesco stores this Christmas. This is another step on Nestle’s journey to reduce virgin plastic use. The paper tub, which comes in the signature Quality Street purple, has a luxurious design and feel, and is embellished with gold foil. The integrated re-close feature of the tub allows it to be securely closed once opened.
“Once empty, it can be put in household recycling. The brand continues to evaluate the tub’s popularity with shoppers, maintaining a view on innovative ways to improve the sustainability of its packaging.”
The fresh Heroes containers are likewise now available in Tesco outlets.
Joanna Dias, UK sustainability lead at Mondelez International, said: “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 Mondelez’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 Mondelez 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.”