07:00, 20 December 2024
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
As Christmas approaches, Quality Street, the nation’s favourite festive confectionery brand, is taking significant strides toward reducing its environmental impact with the introduction of a new sustainable packaging option. For the first time, the beloved chocolate assortments will be available in a recyclable paper tub, marking an exciting innovation in the company’s ongoing commitment to sustainability.
This move comes as part of Quality Street’s broader effort to tackle growing concerns around waste, especially during the holiday season, when indulgence often leads to significant packaging disposal. "Christmas is a time of joy and sharing, but it’s also a time of significant waste," said a Quality Street spokesperson.
"We’ve been working on sustainable packaging solutions for some time, and we’re proud to introduce the new paper tub as a step forward in reducing our environmental footprint."
The initiative follows their successful 2022 switch to recyclable paper wrappers for their twist-wrapped sweets, a change that removed almost two billion pieces of packaging material from the supply chain.
In a bid to spark excitement and engage the nation, Quality Street has teamed up with broadcaster, author, and barrister Rob Rinder MBE, who is presiding over the hottest ‘case’ of the festive season – the trial of the new recyclable paper tubs.
The new paper tub is officially ‘on trial’ this Christmas at selected Tesco stores across England and Wales, where Quality Street will offer 200,000 paper tubs as part of a unique sustainability trial. The leading confectionery brand has recruited the nation’s favourite legal expert, Rob Rinder, to oversee the courtroom proceedings, creating a dramatic trailer that mirrors the tension and drama of one of the most hotly contested subjects of our time: the iconic Quality Street container.
Like all highly anticipated courtroom dramas, the trailer sets out the case ‘for’ and ‘against’ the new paper tub, in a bid to address the debate that’s set to get the country talking. Rob Rinder, acting as both prosecutor and defence counsel, delivers his closing arguments in the courtroom-style trailer: the innovative recyclable tub versus the nation’s love for the classic Quality Street packaging. Only Rinder can deliver the final verdict, and he does so with his trademark wit and charm.
Rob Rinder, representing both sides in the trial, comments: “I love a good trial, so lending my expertise to this case was a pleasure. Despite compelling arguments from both sides, there was only ever going to be one verdict. The Quality Street recyclable paper tub trial is another bold step in the right direction from my favourite Christmas brand, and it’s been a privilege to be a small part of their sustainability journey. Now we’ve settled that, the court is dismissed, and everyone can enjoy their Christmas.”
Jemma Handley, Senior Brand Manager for Quality Street, adds: “We’re delighted to work with the inimitable Rob Rinder to celebrate our new recyclable paper tubs. We take great pride in our packaging, and a lot of care has gone into the new paper tub to ensure we deliver a luxurious feel and beautiful design that our customers have come to love. We know that change can be difficult, so working with Rob to make a case for it on our behalf felt like a great way of reassuring our customers. We’re proud to be the first major manufacturer to trial a paper tub at Christmas and look forward to hearing people’s verdict.”
The trial, set for this holiday season, will provide valuable insights into consumer reactions and help guide future packaging decisions as Quality Street continues to push toward reducing its reliance on virgin plastic. Alongside the new paper tub trial at Tesco, shoppers will still be able to purchase the classic and plastic tub, tin, pouch, and carton at stores nationwide this Christmas.
Watch the trailer for the trial here.
This initiative is just the latest step in Quality Street’s sustainability journey. After moving to recyclable paper packaging for its twist-wrapped sweets in 2022 and removing almost two billion pieces of packaging material from its supply chain, the company continues to innovate in a bid to reduce its environmental impact.
As sustainability becomes an increasingly important consideration for consumers, Quality Street’s move toward more eco-friendly packaging is a sweet reminder that even the smallest changes can make a big difference in the fight against waste.
For more information on Quality Street’s sustainability initiatives, visit www.qualitystreet.co.uk/sustainability.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Waste and Resources Action Programme (WRAP) This is a UK-based charity focused on promoting sustainable resource use and reducing waste. They work with businesses and individuals to reduce waste and improve recycling rates. Find out more.
The Ellen MacArthur Foundation. This charity works globally to accelerate the transition to a circular economy. By collaborating with businesses, governments, and academia, the foundation promotes solutions that reduce waste and support sustainability. Learn more here.
Friends of the Earth. This leading environmental charity in the UK, campaigns for policies that protect the environment and reduce waste. Support them here.
