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Mondelēz International pilots QR code on UK packs to provide consumers with sustainability and wellbeing information

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Mondelēz International pilots QR code on UK packs to provide consumers with sustainability and wellbeing information

  • Mondelez International is piloting a new QR code on its UK summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny packs until October.
  • Consumers can access new online platform ‘Snacking Right’ to find out more about the company’s sustainability and well-being programmes, including how to recycle certain packaging.
  • This UK SnackingRight pilot, a global first for Mondelēz International, is designed to support the company to share recycling information with consumers.
  • The platform features the Recycle Now™ locator from WRAP –so consumers can check local recycling facilities and promote a more circular economy for packaging.

UxbridgeMay 31st, 2022 – Mondelēz International, Inc. (NASDAQ: MDLZ) today announces the launch of a new pilot in the UK which, via a QR code on pack, to provide consumers with information on the company’s sustainability initiatives, including recycling and mindful snacking to help consumers “snack right.”

By scanning the QR code on the outer packaging, consumers can access a new online platform ‘SnackingRight’ which provides information about the company’s global Snacking Made Right programmes, including its cocoa sourcing programme Cocoa Life, tips on mindful snacking and recycling information. The QR code will be piloted as part of the company’s on pack summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny products, with the Snacking Right platform continuing to include further brands, products and geographies in the future.

The platform also features the Recycle Now™ locator from WRAP – to help consumers find out what packaging materials are collected and recycled at nearby locations. This feature aims to increase consumer knowledge and drive behaviour change so that more packaging can be taken to the sites that manage recycling, rather than finishing its life in the environment.

This pilot is a global first for Mondelēz International and is being trialed in the UK as part of its ‘Pack Light and Right’ sustainability packaging strategy. The QR code approach leverages technology to provide consumers with important sustainability and well-being information without having to add multiple labels on pack physically.

Helen Bird, Head of Business Collaboration, WRAP “There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping. Last month more than half a million people visited the Recycle Now website to find their nearest collection points for this type of plastic and we are pleased to be working with Mondelēz International to pilot QR codes which link to the Recycle Now website.

Citizens play a critical role in the recycling chain, and it is imperative that businesses engage with them through a range of tactics if we are to meet UK Plastics Pact targets. Recycle Now is at the forefront of consumer insights on recycling behaviours, working with partners like Mondelēz International allows us to run direct-to-citizen campaigns, provide tools and develop behaviour change interventions to enable citizens to recycle more effectively. We look forward to seeing the results of the trial.”

Sandra Toivo, Senior Brand Manager for Cadbury multipacks said “We know living a more sustainable and healthier lifestyle is important to our consumers but sometimes they do not feel they have the right information about the products they choose to do so. Through the SnackingRight platform we are testing new digital solutions to meet this consumer need. I’m looking forward to seeing the results of the pilot and hope that by working with WRAP and their Recycle Now™ locator we engage more consumers in recycling initiatives now and help form habits for the future.”

Mondelēz International is also a member of several leading initiatives that share a collective ambition to tackle the UK’s flexible plastic recycling infrastructure to enable a circular economy at heart - aiming to keep plastic within the economy and out of the environment. In 2021 the UK business co-founded the Flexible Plastic Fund, financing a £1 million fund focused on making flexible plastic recycling economically more viable for recyclers and easier for consumers through retailer collections.

At Mondelēz International, sustainability is at the heart of the business’ purpose – Snacking Made Right. The QR code pilot is the next step on the UK business’ journey towards creating a future where people and planet thrive, focused on using less energy, water and reducing waste, with ingredients consumers know and trust.

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About Mondelēz International

Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2021 net revenues of approximately $29 billion, MDLZ is leading the future of snacking with iconic global and local brands such as OREO, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit or follow the company on Twitter at

About The Flexible Plastic Fund

The Flexible Plastic Fund is a collaborative fund giving value to flexible plastics, so they are properly recycled. Managed by market-leading producer responsibility compliance scheme Ecosurety and supported by environmental charity Hubbub, the Fund was established in May 2021 by five founding partners: Mars UK, Mondelēz International, Nestlé, PepsiCo and Unilever. Partners of the Fund now also include: Abel & Cole, Ella’s Kitchen, The Collective, Kiddylicious, Koninklijke Douwe Egberts, KP Snacks, McCain Foods, Tilda, United Biscuits, Vitaflo, Yeo Valley Farms, Lotus Bakeries, Natural Balance Foods, Ocado Retail and Warp Snacks

In collaboration with manufacturers, retailers and recyclers, the Fund intends to improve flexible plastic recycling and reduce plastic pollution by giving the material a stable value. This will in turn increase the supply of recycled plastic for the industry to become more ‘circular’. This will motivate investment in much needed jobs and infrastructure to make flexible plastic recycling a financially sustainable system in the UK. Through supporting the Flexible Plastic Fund, partners will contribute to system-wide progress driving towards household collection of this valuable material and ultimately closing the loop on flexible plastic production. Find out more:

About WRAP

WRAP is a climate action NGO working around the globe to tackle the causes of the climate crisis and give the planet a sustainable future. Our vision is a thriving world in which climate change is no longer a problem. We believe that our natural resources should not be wasted and that everything we use should be re-used and recycled. We bring together and work with governments, businesses and individuals to ensure that the world’s natural resources are used more sustainably. Our core purpose is to help tackle climate change and protect our planet by changing the way things are produced, consumed and disposed of.

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We create delicious moments of JOY

With more than 4,000 employees in ten locations across the UK, including five manufacturing plants and a Global Centre Of Excellence for Chocolate Research and Development in Bournville and a Global Science Centre in Reading , Mondelez International is proud to make some of the UK’s most iconic and innovative brands. Its portfolio includes beloved brands such as Cadbury, Bassett’s, Maynards, Trebor, belVita, Oreo and Ritz.

Mondelēz International, Inc. (NASDAQ: MDLZ) is one of the world’s largest snacks companies, with 2015 net revenues of approximately $30 billion. Our dream is to create delicious moments of joy in everything we do. We are the world’s pre-eminent maker of snacks, with leading market shares in every category in which we compete. Mondelēz International holds the No. 1 position globally in Biscuits, Chocolate and Candy as well as the No. 2 position in Gum (source: Euromonitor).