Cadbury’s Paper Tub Trial Goes Plastic-Free

Sustainability initiatives to date

Cadbury’s sustainability journey has been gathering pace. Since 2019, Mondelēz has trialled recyclable paper wrappers in New Zealand and rolled out packaging containing 30–80% recycled plastic across its bar range. Under its global “Pack Light and Pack Right” strategy, the company aims to make 98% of its packaging recyclable by 2025.

Collaborations with packaging leaders such as Amcor, DS Smith, and the Saica Group have already produced innovative paper and recycled-content materials that meet EU circular economy standards. The new paper tub initiative expands this further taking aim at one of the most visible forms of seasonal plastic packaging.

Future of Cadbury’s Sustainable Packaging Trial

This year’s Tesco trial is as much a listening exercise as a technical one. Each paper tub includes a QR code inviting customers to share feedback on recyclability, durability, and usability. Insights will help inform Cadbury’s 2026 rollout and potentially replace millions of plastic tubs across the UK.

The trial also highlights a wider packaging trend,  fibre-based solutions. DS Smith’s involvement underscores growing momentum in paper and hybrid packaging systems that support circular economy goals and UK Extended Producer Responsibility (EPR) compliance.

If consumer feedback is positive, Cadbury’s model could become an industry blueprint for confectionery packaging.

Business Impact of Cadbury Paper Tub Trial

The implications extend well beyond confectionery. For FMCG brands and retailers, this is a clear signal that the era of virgin plastic is ending. Manufacturers will face pressures to:

• Accelerate R&D into recyclable and compostable materials.

• Collaborate across supply chains to align with EPR and recyclability targets.

• Invest in pilot programs that gather consumer insights and de-risk innovation.

Retailers like Tesco reinforce their sustainability leadership under initiatives like the Planet Plan, while packaging suppliers and material innovators are poised to benefit from rising demand for scalable paper and fibre-based alternatives.

For smaller food businesses, the lesson is clear: transition early, test often, and bring customers along for the journey.

What Businesses Can Do

For companies at any stage of their sustainability roadmap, Cadbury’s approach offers a strong example. Start small, pilot fast, and integrate consumer feedback early. Some practical steps include:

• Conducting a supply chain packaging audit to identify areas for plastic reduction.

• Joining sector networks such as the SBS Community to share best practice.

• Leveraging tools like the Carbon Reporting & Compliance service to track emissions impact.

• Exploring partnerships with local recyclability experts or material suppliers.

The shift to circular packaging isn’t just good PR,  it’s a strategic opportunity to future-proof your products and brand.

Final Thoughts

Cadbury’s paper tub pilot might seem like a small experiment, but it carries big implications. It blends design innovation with consumer engagement and regulatory readiness the core ingredients of sustainable growth.

As the UK heads toward tougher EPR enforcement and 2026 recyclability targets, one thing is clear: test-and-learn models are essential for staying ahead.

If your business is looking to cut plastic, explore sustainable packaging, or map your path to net zero, our Net-Zero Program, Supply Chain Program, and SBS Academy can help, contact our team today for more information.