Cadbury’s Iconic Purple Packaging is Now Using 80% Recycled Plastic

• Cadbury sharing bars wrapped in 80% certified recycled packaging are now in market.*
• This packaging will be used to wrap more than ~300 million bars** per year.
• This packaging change will use ~600 tonnes of post-consumer plastic each year,*** the equivalent of 40 standard double decker buses.

Cadbury’s sharing bars, including Cadbury Dairy Milk, Cadbury Fruit & Nut, and more, are now being wrapped in packaging with 80% certified recycled material, allocated through mass balance approach and offering the same great taste.

The packaging initiative will be applied to an incredible ~300 million bars each year,** the highest percentage of recycled plastic currently used by the Cadbury brand globally.

Cadbury will now allocate the equivalent of 600 tonnes of post-consumer, recycled plastic each year,*** the same weight as around 40 standard double decker buses.

The new 80% certified recycled packaging has been sourced using advanced recycling technology. This approach can be used to turn used plastic packaging back into food-grade, flexible plastic packaging.

The initiative uses a mass balance approach, meaning that Cadbury has sourced and allocated an amount of recycled material that meets ISCC’s (International Sustainability and Carbon Certification) requirements, to produce the new Cadbury tablets packaging wrapped in 80% recycled plastic. When the mass balance principle is used, the physical amount of recycled plastic in the packaging can vary. Cadbury attributes an equivalent amount of 80% recycled plastic, but the physical amount of recycled plastic can be more or less, per tablet.

The wrapping transition has already begun, with bars including Cadbury Dairy Milk Caramel 120g, Cadbury Fruit and Nut 180g and Cadbury Dairy Milk 360g, all available on-shelf in the new certified recycled packaging. The ambition is for all Cadbury sharing bars made and sold in the UK&I to be wrapped in the new recycled material by the end of 2025.

Joanna Dias, Mondelez UK Sustainability Lead, says: “We’re so proud to be taking this big next step with Cadbury. We know that sustainability is important to consumers, so by moving to 80% certified recycled plastic - and wrapping more than ~300 million bars this year - we’re not only helping to give flexible plastic a second life, but also helping Cadbury fans enjoy their favourite snacks, knowing they’re doing something positive for the planet.”

This packaging change marks another important step towards Cadbury’s long-term ambition of more sustainable snacking, and forms part of Mondelēz International’s global "Pack Light and Right" strategy.

This focuses on reducing the use of virgin plastic in packaging and increasing post-consumer recycled plastic in Cadbury packing. By investing in innovative materials, Cadbury is supporting the circular economy, whilst still offering the same delicious Cadbury taste.

ENDS

*Mass balance Recycled Packaging Approach and ISCC PLUS: The sourcing approach used by Mondelēz International for its recycled material and by many other companies and commodities around the world is called mass balance. It means that we allocate an amount of certified material to replace an equivalent quantity of fossil raw materials, and its quantity is monitored and documented through complex manufacturing systems. This means you can’t trace how much recycled plastic makes its way physically into the packaging of each individual Cadbury wrapper. Mondelēz International uses ISCC-certified material aligned to a set of sustainability standards. For more information on mass balance and ISCC certification, please visit Mass Balance Explained – ISCC System (iscc-system.org).

**300 million Cadbury sharing bars per year: Based on forecasted 2026 sales volumes, excluding non-certified wrappers and considering the use of mass balance material, Sept 2024.

***600 tonnes of post-consumer plastic each year: This figure is the forecasted volume for the first full year on the market (2026), Sep. 2024