Quality Street classic chocolate tub transitions to paper-based design
A notable environmental move is being made by Nestlé as its classic Quality Street tub is set to be trialled in a paper-based format, which is part of wider eco-friendly packaging moves from the major manufacturer, writes Neill Barston.
The business has spent the past couple of years transitioning some of its ranges into alternative wrapping, with its latest move coming as it seeks to further expand its sustainability efforts.
More than 200,000 paper tubs will go out to selected Tesco stores this festive season, carrying around 150 tonnes of the popular sweets in total. The trial is another step on Nestlé’s journey to reduce virgin plastic.
The paper tub, which comes in the signature Quality Street purple, has a luxurious design, and feel, and is embellished with gold foil. The integrated re-close feature of the tub allows it to be securely closed once opened. Once empty it can be put in household recycling.
Before going on sale, the tub has been subjected to significant testing to ensure food quality and freshness while being transported and stored.
Quality Street will be evaluating the tub’s popularity with shoppers, feedback from supply chain teams and in-store teams at Tesco, as the iconic brand continues to innovate and seek ways improve the sustainability of its packaging.
Jemma Handley, Senior Brand Manager for Quality Street, said: “We’re looking forward to seeing what Quality Street fans make of the paper tub. A lot of care and hard work has gone into the trial and we’re proud to be the first major manufacturer to trial a paper tub at Christmas. The beautiful design has been devised specifically for a paper product and we love how it looks, and of course, shoppers can expect the same great tasting Quality Street sweets that they know and love inside.”
“We know there are some Quality Street fans who, controversially, like to put their wrappers back in the tub once they’ve eaten them – with the paper tub, they can put the paper wrappers back for a good reason – it can go straight into the recycling.”
Cheryl Allen, Head of Sustainability – Confectionery Europe at Nestlé, said: “The Quality Street paper tub is an exciting innovation that we’re really proud of here at Nestlé Confectionery. We’re committed to making our packaging more sustainable, keeping in mind the changing needs of shoppers and advancements in technology. Of course, with all potential packaging changes, we want to get it right, so this trial will bring us valuable information to inform our next steps as we keep pushing to reduce our use of virgin plastic.”
As part of the brand’s sustainability journey. In 2022, Quality Street moved to recyclable paper packaging for its twist-wrapped sweets. By replacing the double layer of foil and cellulose with a single paper wrap, Quality Street removed almost two billion pieces of packaging material from the brand’s supply chain.
