Marks and Spencer has reduced its Easter egg packaging by almost 30%, while Cadbury UK has delivered a 25% reduction in packaging across its medium-shell eggs.
As Packaging News reported in October 2008, Nestlé UK has removed plastic packaging from 80% of its Easter egg range and reduced packaging of its entire range by 30%.
Special advisor for Wrap Mark Barthel said the “significant packaging reductions” made show the industry is listening to customers, thinking about the environment and how the pack is recycled.
“They are also gaining the cost benefits of materials savings and improvements in distribution efficiency,” he added.
Cadbury UK, Kraft, Magna Specialist Confectioners, Mars UK and Nestlé UK, among others, made an agreement under the Wrap-led Seasonal Confectionery Industry Working Group to make significant reductions to Easter egg packaging for 2009.
This follows a poll by the Advisory Committee on Packaging, which found that 59% of British adults thought Easter eggs were overpackaged and wanted to see brands take steps to reduce packaging.
Earlier this month, Thorntons announced that it had reduced the amount of packaging used in its core Easter egg range by 22%, equating to 73 tonnes of packaging waste.
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