UK chocolate manufacturers are “significantly” reducing the packaging on its Easter eggs this year, eliminating around 50% of materials.
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The government-backed Waste and Resources Action Programme (WRAP) has been working with a group of confectionery manufacturers and retailers, including Cadbury, Thorntons and Nestle, to cut packaging.
The confectionery sector has been responding to increasing consumer pressure to reduce the amount of packaging used, with 59% of UK adults believing that Easter eggs are over-packaged and more wanting action to reduce it, according to recent research.
Mark Barthel, special advisor for WRAP, said: “With significant packaging reductions achieved across a wide range of Easter eggs this year, it’s clear the industry is listening to customers and making changes that reduce the environmental impact of packaging, while helping customers to recycle more of it. They are also gaining the cost benefits of materials savings and improvements in distribution efficiency.”
Barthel added: “With seasonal confectionery receiving criticism for excessive packaging over recent years, I’m delighted to see the sector responding so positively and collectively. Customers should see a real difference on supermarket shelves this year.”
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By GlobalDataThe packaging changes come as UK retailers and chocolate manufacturers embark on the key Easter trading period. Competition is intense over Easter as grocers look to offer selected eggs on promotion.
Earlier this month, Tesco boosted its offering after it revealed that it had bought a selection of eggs previously sold by failed UK retailer Woolworths plc.
The move, which includes all of Woolworths ‘exclusive’ stock and novelty items, means Tesco has increased its orders by 15%.
Speaking at the publication of its 2008 results today (25 February), Cadbury, the UK’s largest confectioner, said its retail customers would fund any promotional activity over the Easter period.
“If they [UK retailers] are going to have a price war, it is going to be financed by them and not by us,” Cadbury CEO Todd Stitzer said.
