Confectionery brands have achieved significant reductions in Easter egg packaging this year, some cutting as much as 50 percent of materials.
By Ellie Duncan
The results come after leading confectionery manufacturers, brands and retailers signed a collective agreement to reduce the amount of packaging used.
Recent research showed that 59 percent of adults believed that Easter eggs are over-packaged and demanded more action.
Special advisor for WRAP (Waste & Resources Action Programme), Mark Barthel, said: “...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.”
Cadbury UK, Kraft, Magna Specialist Confectioners, Mars UK and Nestle UK, among others, made an agreement under the WRAP-led Seasonal Confectionery Industry Working Group in response to consumer pressure.