Overview
- Mondelez is running a winter test with DS Smith and Tesco to sell 300,000 paper Cadbury Heroes tubs across UK Tesco stores.
- For this trial only, Cadbury Flake replaces Chocolate Eclair in the paper tubs, while regular plastic tubs keep the original mix.
- Shoppers are invited to scan a QR code inside the lid to share feedback, with an in-store promotion offering cash prizes or Tesco vouchers.
- Shipments began at the end of October and early sightings have prompted mixed reactions on social media to both the packaging change and the assortment swap.
- Tesco says the pilot supports its Planet Plan to reduce preventable packaging waste, and Mondelez frames it as part of efforts to cut virgin plastic use.