The classic shiny wrappers used in Quality Street tins will be culled before Christmas to reduce landfill waste.
Nestle confirmed that the shiny packaging on Quality Street chocolates would be removed from production lines this year. The redesign, made from vegetable wax, will hit supermarket shelves in the next few weeks.
The colourful wrappers, which were synonymous with the Christmas period, were in production for 86 years. Nestle confirmed that the change was being implemented to preserve the environment.
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Nestle’s head of sustainability Cheryl Allen said: “We know that opening the lid and seeing 'the jewels', as we call them, is really important. We think we've done a really good job with the redesign and feel confident that people will respond positively.”
Consumer company Which? previously found that the packaging on chocolate boxes confuses customers as to whether wrappers can be recycled. The research also found wrappers comprised as much as 42 % of some boxes of chocolates.
Additionally, the research suggested that many consumers struggle to identify whether an item can be recycled based off of the labels on packaging. The green dot found on products, for instance, was often confused for giving the go ahead for recycling, when in reality it means that its manufacturer merely pays into a recycling scheme.
The plastic tubs containing brands such as Roses, Celebrations, Quality Street and Heroes are made of PET 1, the same plastic that makes up single use water bottles. These materials can be easily recycled.
Nestle previously delighted customers over the pandemic when they launched personalised Quality Street tins for customers in Ireland. The tins can be customised to include people’s family names above the word ‘Street’. The marketing campaign is expected to go ahead this festive season.
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