Mondelēz International - Cadbury Crunchie Multipack sticker

A trial of 1.8 million Cadbury Crunchie Multipacks, replacing the outer plastic packaging with a recyclable sticker. Multiple teams across the business worked collaboratively and with Tesco to deliver. After various prototypes, the trial overcame technical design challenges to ensure the sticker worked properly and did not impact the product, and we also ensured consumers received the new packaging positively.

Mondelēz achieved a 60% reduction in outer packaging per product, reducing 1.6 tonnes of plastic packaging. It is a first in Cadbury’s 200+ year history and for Mondelēz’s 40+ brands across 150+ markets.

A large variety of Mondelēz teams were involved including global packaging R&D, sustainability, procurement, product design, marketing and consumer science, alongside our packaging partner, suppliers and Tesco.

In the UK, the ambition is to roll-out across our 67 million multipacks portfolio, and it has the potential to be scaled to other Mondelēz markets across the world.