Smurfit Westrock has collaborated with Nestlé to introduce a paper-based tub for Quality Street, marking a step toward more sustainable packaging. The new packaging will debut at Tesco stores this week, alongside the traditional plastic version, as part of a trial to explore environmentally friendly alternatives.
The initiative aligns with Nestlé’s efforts to reduce the use of virgin plastic. The redesigned tub optimizes pallet space and is expected to lower CO2 emissions. This follows the company’s 2022 transition to paper wrappers for Quality Street, which diverted over 2 billion wrappers from landfill. Both the tub and wrappers are now recyclable through household recycling systems.
Saverio Mayer, CEO for Europe, MEA, and APAC at Smurfit Westrock, said, “The innovative new tub we created in collaboration with Nestlé demonstrates how paper-based packaging can provide benefits across design, functionality, and sustainability. It also meets the need for easily recyclable packaging that appeals to environmentally conscious consumers.”
Jemma Handley, Senior Brand Manager for Quality Street, expressed optimism about the launch. “We’re excited to see how fans respond to the paper tub. A lot of effort has gone into this trial, and we’re proud to be the first major manufacturer to test a paper tub during Christmas. The design was crafted specifically for a paper material, and shoppers can expect the same beloved chocolates inside.”
The paper-based tub retains the brand’s signature hexagonal shape and purple color, ensuring continuity in appearance. Smurfit Westrock, known for developing alternatives to plastic as part of its Better Planet Packaging initiative, aims to assess the market’s reception to the new format during this festive season.