Nestlé is trialling a new paper tub for its iconic Quality Street chocolates in collaboration with Tesco, aiming to reduce the use of virgin plastic. Over 200,000 paper tubs, designed with a luxurious feel and gold foil embellishments, will be available in selected Tesco stores this festive season. The trial will help Nestlé gather feedback from shoppers and supply chain teams to assess the tub’s popularity and effectiveness. This initiative is part of Nestlé’s broader sustainability efforts, which previously included switching to recyclable paper packaging for Quality Street’s twist-wrapped sweets. By introducing these paper tubs, Nestlé hopes to not only reduce its environmental footprint but also appeal to eco-conscious consumers who are increasingly prioritizing sustainability in their purchasing decisions. The success of this trial could pave the way for a broader rollout of paper packaging across more of Nestlé’s product range, further cementing the company’s commitment to environmental responsibility.
BBQ: How can sustainability initiatives, like Nestlé’s trial of paper tubs for Quality Street, impact a company’s brand image and consumer behavior?
