This year's Easter eggs delivering environmental benefits - confectionery sector reduces Easter egg packaging by at least 25%
Confectionery brands, manufacturers and retailers have achieved significant reductions in Easter egg packaging this year - with some eliminating over 50% of materials - tackling the 3,000 tonnes of Easter egg packaging produced in the UK each year.
The sector has been responding to increasing consumer pressure to reduce the amount of packaging used, with 59% of UK adults believing that Easter eggs are over-packaged and more wanting action to reduce it, according to recent research.1
Mark Barthel, special advisor for WRAP, said: “With significant packaging reductions achieved across a wide range of Easter eggs this year, it’s clear the industry is listening to customers and making changes that reduce the environmental impact of packaging, while helping customers to recycle more of it. They are also gaining the cost benefits of materials savings and improvements in distribution efficiency.”
WRAP has been working with a group of leading confectionery brands, manufacturers and retailers to support the delivery of this change across the sector, making it easier for the environmental and economic benefits to be delivered along with chocolate eggs this Easter.
Mark Barthel added: “With seasonal confectionery receiving criticism for excessive packaging over recent years, I’m delighted to see the sector responding so positively and collectively. Customers should see a real difference on supermarket shelves this year.”
As well as minimising the weight of packaging, the sector has significantly increased its use of recycled content in packaging - avoiding the need to use virgin materials - and have developed some useful, child-friendly advice on how to recycle it.
Companies interested in finding out more about WRAP’s work on packaging reduction should visit www.wrap.org.uk/courtauld
ENDS
Editor's notes
1 A recent consumer poll, Packaging in Perspective, prepared by the Advisory Committee on Packaging and supported by INCPEN, the Packaging Federation and Valpak, found that 59% of British adults thought Easter eggs are over-packaged and more wanted to see brands take steps to reduce packaging.
As part of an agreement under the WRAP-led Seasonal Confectionery Industry Working Group, major suppliers such as Cadbury UK, Kraft UK, Magna Specialist Confectioners, Mars UK and Nestlé UK made a collective and voluntary agreement to make significant reductions to their Easter egg packaging for 2009.
Examples of Easter egg packaging reductions made this year by retailers, brands and manufacturers:
- Cadbury UK has delivered a 25% reduction in packaging across medium shell eggs resulting in 220 tonnes less plastic, 250 tonnes less carton board and an additional 90 tonnes less transit / display packaging. Cadbury has also made significant savings on its large shell egg range where it has delivered a 36% reduction in packaging, reducing plastic by 108 tonnes, cartonboard by 65 tonnes and corrugated cardboard by 44 tonnes. Cadbury UK is also building on the 2008 launch of its unboxed range, Eco eggs.
- Marks & Spencer has reduced Easter egg packaging by almost 30% and is using its highest ever percentage of recycled materials. The ‘Max the Bunny’ egg has seen packaging reduced by 90% by replacing the plastic drum packaging with a light weight printed plastic film. Over 85% of packaging across the M&S Easter range is recyclable and 68% of all plastic used contains recycled materials, reducing the need to use virgin oil plastic.
- Mars, achieved a 42% reduction in cardboard weight and reduced the amount of plastic used. All remaining Easter egg packaging is now 100% recycled cardboard and carries advice to consumers on how and where to dispose of the packaging.
- Nestlé UK removed plastic packaging from the vast majority (80%) of its Easter egg range, making them easier for consumers to recycle. The company has reduced the packaging of its entire range by 30%, saving at least 700 tonnes of waste. All small and medium eggs will now come in a cardboard package, which can easily be recycled, and carry advice to help consumers recycle on the back of boxes.
- Over the past 3 years, Sainsbury’s has increased recycled content across the Taste the Difference boxed egg from 0% to a minimum of 75%. Overall, packaging on the showcase Taste the Difference egg has been reduced by 55% and packaging across the whole range has reduced by 37%. All of Sainsbury’s boxed egg packaging is now 100% recyclable.
About WRAP:
- WRAP helps individuals, businesses and local authorities to reduce waste and recycle more, making better use of resources and helping to tackle climate change.
- Established as a not-for-profit company in 2000, WRAP is backed by government funding from England, Scotland, Wales and Northern Ireland.
- Working in seven key areas (Construction, Retail, Manufacturing, Organics, Business Growth, Behavioural Change, and Local Authority Support), WRAP’s work focuses on market development and support to drive forward recycling and materials resource efficiency within these sectors, as well as wider communications and awareness activities including the multi-media national Recycle Now campaign for England.
- More information on all of WRAP's programmes can be found on www.wrap.org.uk