Shoppers are receiving their first glimpse of a first-of-its-kind Quality Street paper tub as Nestlé continues its mission to reduce virgin plastic across its portfolio.
The iconic Christmas brand is sporting the new look packaging at selected Tesco stores nationally.
More than 200,000 paper tubs will go out in the lead up to the festive season, carrying approximately 150 tonnes of the popular sweets in total.
The paper tub, which comes in the brand’s signature purple, has a luxurious design and feel, and is embellished with gold foil. The integrated re-close feature of the tub allows it to be securely closed once opened. Once empty, it can be put in household recycling.
Before going on sale, the tub was subjected to significant testing to ensure food quality and freshness while being transported and stored.
Quality Street will be evaluating the tub’s popularity with shoppers, feedback from supply chain teams and in-store teams at Tesco, as the household favourite continues to innovate and seek ways to improve the sustainability of its packaging.
Jemma Handley, Senior Brand Manager for Quality Street, said: “We’re looking forward to seeing what Quality Street fans make of the paper tub. A lot of care and hard work has gone into the trial and we’re proud to be the first major manufacturer to trial a paper tub at Christmas. The beautiful design has been devised specifically for a paper product and we love how it looks, and of course, shoppers can expect the same great tasting Quality Street sweets that they know and love inside.”
She added: “We know there are some Quality Street fans who, controversially, like to put their wrappers back in the tub once they’ve eaten them – with the paper tub, they can put the paper wrappers back for a good reason – it can go straight into the recycling.”
