Nestlé has launched a new Easter range packed without hard plastics. It also boasts a claimed 50% less packaging weight compared to the average weight of the five top-selling boxed Easter eggs.
The new range, says Nestlé, eliminates the need for the traditional, rigid plastic used in many Easter egg boxes. Instead, it is all packed in a 100% recyclable box.
“Of the total weight – Easter goodies plus packaging, Nestlé packaging is clocking around just 19% of its Easter boxes, compared to around 41% packaging weight for the five top-selling boxed Easter eggs of similar net weight in Australia – meaning Aussies are getting a lot less packaging with their boxed gifting eggs,” says the company.
Backed by research
New research by Nestlé reveals that 90% of Australian respondents notice the amount of food packaging. 54% are looking for less packaging this Easter.
Despite this, just 5% of respondents are considering the amount of packaging waste as a important factor when purchasing Easter eggs.
Does size matter?
While nearly half of respondents (49%) are drawn to the biggest Easter egg box, Nestlé says a careful look at the shelves shows that bigger packaging doesn’t necessarily mean a bigger sized egg.
“On special occasions like Easter, many Australians continue to be attracted to bigger packaging – either consciously or unconsciously,” says sustainability expert and Research Fellow at Monash Sustainable Development Institute Jenni Downes.
“The work by Nestlé in taking such a ‘counter-cultural’ step in the absence of an industry wide commitment to do the same is both a brave and needed move. It’s exciting to see such a holistic approach taken by a private business, on the strength of its own sustainability commitments.”
Adding to the conversation, Nestlé Director of Sustainability Margaret Stuart says: “We want to break the mould that says a bigger pack means a bigger egg. Using less packaging meant carefully considering every detail so we could deliver our Easter eggs in a fully recyclable box.
“Across Nestlé, we are working to make all or packaging recyclable or reusable and reduce our virgin plastic use by a third by 2025, so getting the details right is critical. We need to be innovative. Easter, which sees a significant increase in chocolate gifting purchases, is a key time to shake up the category and start a conversation around packaging.”
The new range includes “favourites” such as KitKat, Milkybar, Allen’s Retro Party Mix, Allen’s Freckles and Allen’s Mini Chocolate Raspberries.
They are now available at supermarkets with a RRP of $10.