Mondelēz International recently partnered with DS Smith to trial 300,000 Cadbury Heroes paper tubs across Tesco stores in the UK starting in October. The paper tubs are part of a test and learn initiative that will inform Mondelēz’s efforts to achieve its long-term goal of reducing virgin plastic.

The new Cadbury Heroes paper tubs — developed in partnership with DS Smith following several years of research and development — will also include the iconic Cadbury Flake for the first time. As part of the trial, Mondelēz is asking Heroes fans to share their feedback by scanning the QR code on the inside of the lid. This feedback will inform the company’s Heroes assortment selection and wider packaging initiatives in the future. The tubs feature OPRL labeling to support consumers with recycling information.

The trial is the second sustainable packaging initiative from Mondelēz and Tesco, who recently worked together on a trial to introduce ~1.8 million Cadbury Crunchie multipacks with 60% less outer plastic packaging per pack compared to a standard multipack format, thanks to an innovative sticker solution.

Joanna Dias, UK Sustainability Lead at Mondelēz International, said: “We are extremely proud to announce the new Cadbury Heroes paper tubs and are excited to hear consumer feedback on the new packaging. The paper tubs demonstrate once more Mondelēz's commitment to driving sustainable packaging solutions, and this test and learn initiative in partnership with Tesco will help inform our long-term efforts to reduce virgin plastic.”

James Bull, Head of Packaging at Tesco, added: “We are delighted to be working with Mondelēz International on another sustainable packaging initiative which will support our mission to eliminate preventable packaging waste. As part of its Planet Plan, Tesco is committed to reducing its packaging footprint and collaborating with suppliers to evaluate packaging suitability.”

The Cadbury Heroes paper tubs test and learn initiative is the latest step in Mondelēz’s global "Pack Light and Right" strategy, which focuses on reducing packaging, evolving packaging so that it is designed to be recyclable, utilizing recycled materials where appropriate, and improving recycling infrastructure and capabilities.

As part of its Now and Next strategy, DS Smith is helping its customers to design out waste. Over the past five years, the company has removed more than 1.7 billion pieces of plastic — exceeding its target by more than 700,000. DS Smith has also developed Circular Design Metrics to rate and compare the circularity of packaging designs.

Meanwhile, Tesco is committed to reducing its packaging strategy through its “4Rs” strategy of removing plastic among its own product ranges and working with suppliers to help reduce packaging. As of April 2025, Tesco has removed over 2.5 billion pieces of plastic from its own brand products in the UK since 2019.