Quality Street fans are up in arms over its new eco-friendly wrappers - with some shoppers threatening to switch to Cadbury's Roses instead.
Nestle sparked outrange among some chocolate lovers when it announced it was swapping its iconic foil wrappers for recyclable alternatives.
In efforts to go green, the new packaging will stop almost two billion wrappers ending up in landfills every year.
But some shoppers appear more concerned with the chocolate 's appearance with one touting the "sparkle has gone."
Quality Street announced last week its selection boxes will now be covered in a vegetable based wax instead of shiny foil – a Christmas staple for eight decades.
Some took to social media to vent their anger at the brand's redesign.
One person said: "Quality Street are now a cheap, bottom-feeder choice of Christmas chocolates.
"Look at the state of the new wrappers..."
Another said: "I get why you’ve done it but most with have some kind of chocolate on anyway so wont be able to be recycled and the huge pull of Quality Street is the tradition which is why we all love them so much at Christmas.
"Now it wont be the same those wrappers were iconic."
A third added: "Why would they change them? That's ridiculous. It's going to have to be Roses for me from now on."
While a fourth said: "See ya Quality Street, you've lost me."
Others were quick to praise the decision, insisting they could not tell the difference between the two different wrappers.
"Excellent move! Far more important than them being shiny," one person cheered.
"Well done. Aesthetically, can't tell any difference," another said.
While some questioned whether the majority of people would recycle their wrappers or throw them in the regular bin.
"The real test is will these paper wrappers actually get recycled or just put in the bin like the old plastic ones?" one person said.
"Of course, even if they do get put in the bin this is still a lot better than plastic going into the waste stream, but I wonder how many will actually be recycled."
The new wrappers will keep their familiar colours, with the pink wrapped fudge, the purple hazelnut caramel, the yellow toffee penny and the beloved green noisette triangle.
But the shininess of the wrappers has been replaced by a duller paper alternative, coated with a vegetable-based wax to protects the chocolates on the inside.
Cheryl Allen, head of sustainability at Nestlé confectionery, said the company thought long and hard before making such a change.
Speaking last week, she explained: "Quality Street is a brand that people feel very strongly about. 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."
A tweet posted to the official Quality Street page read: "The material we use for our cellulose Quality Street wrappers is not recyclable.
"In line with our commitment to make all our packaging recyclable or reusable by 2025, we have needed to find an alternative that will be recyclable."
A spokesperson from Nestle said: “We have spent a lot of time working on the finish of the new wrappers and have retained the beautiful colours that are a hallmark of Quality Street, so that consumers will easily be able to locate their favourites.
“As we are using a completely different material, the new wrappers will look different to before, but we hope the fact they are now recyclable means they will be even more popular than before.
“We have received very positive feedback from the consumer testing carried out so far, with many people saying they prefer the new paper packaging to the old cellulose wrappers.”
