Mondelēz International, one of the world’s largest snacking companies, are partnering with DS Smith, an International Paper company and leading global provider of sustainable fibre-based packaging solutions, to trial 300,000 Cadbury Heroes paper tubs across Tesco stores nationwide from October. The paper tubs are part of a test-and-learn initiative that will inform Mondelez’s efforts to achieve their long-term goal of reducing virgin plastic.
The new Cadbury Heroes paper tubs, developed in partnership with DS Smith following several years of research and development will also include the iconic Cadbury Flake for the first time. As part of the trial, Mondelēz is asking Heroes fans to share their feedback by scanning the QR code on the inside of the lid. This feedback will inform their Heroes assortment selection and wider packaging initiatives in the future. The Tubs feature OPRL labelling to support consumers with recycling information.
The trial is the second sustainable packaging initiative from Mondelēz and Tesco, who recently worked together on a trial to introduce ~1.8 million Cadbury Crunchie multipacks with 60% less outer plastic packaging per pack compared to a standard multipack format, thanks to an innovative sticker solution.
Joanna Dias, Mondelēz UK Sustainability Lead 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 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.”
James Bull, Tesco’s Head of Packaging added: “We are delighted to be working with Mondelēz 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.”
Paul Clarke UK & Ireland Managing Director of DS Smith commented: “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 Cadbury Heroes paper tubs test and learn initiative is the latest step in Mondelēz’s global "Pack Light and Right" strategy, which focuses on reducing packaging, evolving packaging so that it is designed to be recyclable, utilising recycled materials where appropriate, and improving recycling infrastructure and capabilities.
Last year, the company announced that ~300 million Cadbury sharing bars in the UK and Ireland would be wrapped in 80% certified recycled plastic using advanced recycling technology and a mass balance approach, allocating the equivalent of 600 tonnes of post-consumer recycled plastic each year*, while paper-based multipack bags have been introduced across Cadbury biscuits in the UK, reducing approximately 145 tonnes of virgin plastic use.
As part of its Now and Next strategy, DS Smith is helping its customers to design out waste. Over the past five years, the company has removed more than 1.7 billion pieces of plastic – exceeding its target by more than 700,000. DS Smith has also developed Circular Design Metrics – an industry first – to rate and compare the circularity of packaging designs, keeping materials and products in use for longer. Meanwhile, Tesco is committed to reducing its packaging strategy through its “4Rs” strategy of removing plastic amongst its own product ranges and working with suppliers to help reduce packaging. As of April 2025, Tesco has removed over 2.5 billion pieces of plastic from its own brand products in the UK since 2019, while since 2020, the supermarket has removed 5,900 tonnes of packaging through plastic reduction.
More information on Mondelēz International’s approach to more sustainable packaging can be found here, while Tesco’s approach to packaging and plastics can be found here. Information on DS Smith’s Now and Next strategy can be found here.