Easter egg packaging cut by at least 25%

Companies such as Marks and Spencer, Mars UK, Nestle UK and Cadbury UK have made reductions to the amount of packaging waste on their Easter eggs for 2009 by at least 25% in the wake of increasing consumer criticism of the levels of packaging used.

Working with the Waste & Resources Action Programme (WRAP) as part of the Seasonal Confectionary Industry Working Group, the companies have signed up to the voluntary agreement to increase the use of recycled content in their products as well as minimise the weight of packaging.

Mark Barthel, special advisor for WRAP, said: “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.”

Poll

Last year, a poll within a report published by industry body the Advisory Committee on Packaging, (see letsrecycle.com story) discovered that 59% of adults canvassed said that they thought Easter eggs were over-packaged and would support a reduction in packaging used.

The product is often cited as one of the most over-packaged items available, and, in 2005, Trading Standards officers in Hampshire claiming that, on average, the egg itself only comprises 22% of the total volume of the item, with the remainder made up of packaging (see letsrecycle.com story).

Commenting on the sector's efforts for 2009, Mr Barthel 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.”

Manufacturers

Many of the brands and manufacturers involved in reducing their Easter egg packaging are also signatories of WRAP's voluntary agreement with the grocery sector to reduce levels of packaging and food waste – the Courtauld Commitment. 

Among the reductions achieved by manufacturers for Easter 2009, Mars UK has now reduced the weight of cardboard it uses in its Easter eggs by 42%; introduced 100% recycled cardboard packaging and also reduced the amount of plastic it uses. Mars-branded Easter eggs are also set to carry advice on how consumers could dispose of the packaging for recycling.

Similarly, Nestle UK has removed plastic packaging from 80% of its Easter eggs, and will now stock its small and medium sized eggs in a recyclable cardboard package. Marks and Spencer has also made 85% of its Easter egg packaging recyclable and Cadbury UK plans to reduce the amount of plastic packaging used across its medium and large shell packaging.

Chocolate and confectionary brand Thorntons has also outlined a 22% weight reduction for its 2009 Easter eggs range, equating to 73 tonnes of packaging waste saved, with the Love Fudge and Love Toffee plastic cartons are made from 80% recycled plastic.

Peter Wright, Thorntons marketing director, said: “Thorntons is looking to drive packaging reduction across its entire product portfolio and the success seen with the Easter range shows that this really is possible. Reducing our packaging is part of a wider picture in reducing our carbon footprint overall and the three step plan we have initiated will help achieve this long term goal.