Overview
- The paper tubs are on sale now in selected UK Tesco stores, with the recipe change confined to these trial packs while plastic tubs remain unchanged and still include Eclairs.
- Flake appears in Heroes for the first time in the trial tubs, replacing Eclair as Cadbury evaluates both packaging and assortment.
- On-pack QR codes invite consumers to share views and provide recycling information as part of a ‘test and learn’ approach.
- Mondelēz frames the pilot under its packaging sustainability agenda, following several years of DS Smith research and development on the paper tub.
- Reaction online is mixed, with some shoppers praising the Flake swap and others calling for Eclairs to stay or for Creme Egg Twisted to be removed instead.