Brand owner Mondelēz expands its use of advanced recycling and mass balance allocation to boost packaging sustainability.
In a noteworthy advancement for packaging sustainability, Mondelēz International has begun rolling out Cadbury sharing bars packaged in 80% certified recycled plastic across the United Kingdom and Ireland. This initiative marks a significant milestone in the brand’s commitment to environmentally responsible practices, as it aims to utilize approximately 600 tonnes of post-consumer recycled (PCR) plastic annually for its products.
The new packaging, produced in collaboration with Amcor and Jindal Films, employs advanced recycling technology, commonly referred to as chemical recycling. This method allows for the transformation of post-consumer plastic into high-purity resins suitable for food-contact applications, overcoming the limitations of traditional mechanical recycling. As noted by Gerald Rebitzer, senior director of sustainability and public affairs at Amcor, the resulting PCR resins maintain the same purity and properties as virgin plastic, making them ideal for flexible food packaging.
The adoption of the mass balance approach further enhances the credibility of the recycled content claims, as it certifies that 80% of the plastic used in the packaging is sourced from recycled materials through the International Sustainability & Carbon Certification (ISCC) PLUS. While individual wrappers may not explicitly contain recycled plastic, the average recycled feedstock used in production is documented, reinforcing the brand’s transparency and commitment to sustainability.
Cadbury’s new packaging is not only the highest percentage of recycled flexible plastic utilized in its global offerings but also the first to prominently display the recycled content percentage on the packaging. This initiative includes a QR code that directs consumers to a digital platform detailing Cadbury’s sustainable packaging efforts and offering resources for recycling.
This rollout follows Cadbury’s previous introduction of 30% certified recycled plastic packaging in 2022, demonstrating the brand’s ongoing evolution towards greater sustainability. Mondelēz is also expanding its sustainability initiatives in North America, with similar advancements in packaging for products like Triscuit.
As regulatory frameworks, such as the European Union’s Packaging and Packaging Waste Regulation, increasingly emphasize recycling and sustainable practices, Cadbury’s commitment to using advanced recycling and mass balance methodologies positions the brand favorably within this evolving landscape. Through these efforts, Cadbury not only enhances its environmental credentials but also sets a precedent for the confectionery industry in sustainable packaging innovation.
Source
https://www.packagingdigest.com/food-beverage/cadbury-launches-80-recycled-plastic-packaging
