Nestlé: An 'eggsample' of redesigning Easter packaging

It's that time of year when traditionally the confectionery industry comes under fire.

"Too much plastic," we cry, as we open those boxes that protect the chocolate egg and its other sweet contents, and despite the reduction of packaging in recent years, an article in last week's Guardian, revealed that there are manufacturers, particularly those associated with the luxury end of the market, that are still not doing enough to rid us of the plastic crud that comes with our chocolate egg,

So it was interesting when Nestlé's press team got in touch last week, to see if I fancied checking out their latest packaging. If that saves me the embarrassment of poking about with my magnifying glass amongst the supermarket aisles, how could I decline such an offer.


I've been aware of Nestlé's reduction efforts for the last four years, since my interest in waste began.  However, the company has been redeveloping its packaging since 2006, with the aim of making its entire Easter egg packaging 100% recyclable. During this time, the company has made great inroads into the 3,000 tonnes of Easter packaging waste.  The branded mug range represents the final set of products to be tackled, helping Nestlé achieve its goal and saving 48 tonnes of plastic in the process.

For a consumer with a geeky interest in waste reduction, Nestlé's work in this area has been a really positive step, especially when it comes to plastic, because even now, many local authorities across the UK still do not collect this material for recycling.  By switching to alternative 100% recyclable materials, Nestlé states that it will save 726 tonnes of plastic waste each Easter.

So what has Nestlé done exactly? The key shift has been redesigning its products so that it doesn't have to rely on plastic to protect the egg. Designing out waste at source is one of the first goals of moving to a Zero Waste future. An example can be seen here, where FSC certified card is now used to secure the mug and confectionary inside the box.

However, the branded mug range still incorporates some plastic in its packaging, but this is compostable film, which is used for the windows.

Nestlé's latest announcement prompted me to have a browse along the supermarket aisles to see what other manufacturers are up to and it was great to see that competitor Cadbury's has also gone down the route of replacing plastic packaging with basket-shaped card.  But as last week's Guardian article claimed, there is still a lot of plastic rubbish still being distributed around the country, contributing to 3,000 tonnes that ends up in landfill.

Of course, despite the positive news from Nestlé, and the other fact that the company has incorporated a 30% reduction in packaging overall, that compostable window still niggles me. Such is the risk of sending such packaging to a Zero Waste geek.

I will happily separate that fillm and see how it breaks down under the auspices of the composter in my back garden, but what concerns me is how many other consumers will follow suit?  Will they notice and if so, will they be bothered? And of course not everyone has a home composter, for which this material is intended.

At least Nestlé includes clear instructions on what to do with the materials, so the lesson to us all is to keep a close eye on labelling, no matter what we buy.

If that is the lesson for us, the consumer, perhaps the lesson for Nestlé then, is to redesign its packaging even further to remove the need for compostable plastic, possibly shrinking the size of the windows in any product that currently needs such protection.

But I know I'm picking at bones here. Nestlé has taken a leading role within the industry by lightweighting its packaging and switching to recyclable materials and it's time that other manufacturers should follow suit.  And while they're at it, perhaps the industry can also come up with an alternative solution for that ubiquitous plastic film which either litters landfill or is poor carolific fodder for EfW.

Ouch, I think this waste-geek needs some chocolate.  

It's just a shame it's all gone.

Well that is the risk that comes with opening up the Munchies Easter egg box to assess the packaging.

And with all this talk of chocolate, I'm now regretting donating the accompanying Kit Kat and Yorkie boxes to our school's Easter Egg Bingo.

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Oyez! Oyez! Oyez!

The official Bury St Edmunds Town Crier

Today I'm all of a lather.

I was going to dedicate a whole blogpost to Nestlé's new Christmas selection boxes - you know the ones that come with 95% recyclable packaging. As they're the first large confectionery manufacturer to ditch the plastic inserts, I thought it would be worthy news.

Then I realised time was running out to vote for the Tetra Pak video competition, so I decided a bit of self-promotion wouldn't go amiss, to plead for you to vote for our "with tantrums and tears" How Do You Squash Yours entry, before time runs out this Sunday. Please, please, please, please, please!

But more importantly, there's the matter of the online charity auction, organised by Housewife Confidential, which will be live at Bambino Goodies on Monday. That deserves a whole post in itself, especially as it's to raise urgent money for the Cumbria Flood Recovery Fund.

Oh decisions, decisions. So much news to share and so little time to do it.

So perhaps I should become a Town Crier, like the one spotted while out shopping today, promoting the Bury St Edmunds Christmas Fayre. Now he's a man who knows how to broadcast news.

Yes, that's it!

Forget blogging & Twitter, just give me a webcam, some regal attire and a handbell and my problems will be solved...well perhaps after a bit of practice.

So here goes...

Oyez, Oyez, Oyez...Remember to commit to reduced packaging this Christmas and to squash your Tetra Paks. And vote for our video too.

Oyez, Oyez, Oyez...Come to Bury St Edmunds this weekend and enjoy the Christmas fayre.

Oyez, Oyez, Oyez...Please, please, please support the Cumbria Flood Recovery auction. Bidding starts Monday and goes on all week.

Now I'm sure I've missed something....

Oyez, Oyez, Oyez

Ah yes...that's it.

Come back next week, when I'll have even more news. And I mean really exciting news!

Oyez, Oyez, Oyez!

Oh my! Am I so glad to get all that off my chest. And it means I can now put my feet up tomorrow and give you a break too.

Altogether now...as loudly as you can.

...Hooray, Hooray, Hooray!

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We would love you to recycle this packaging...

"....but you have to separate the cardboard from any plastic. Just pop it along to your local recycling centre, and place it in the relevant bin."

Well what can I say? I must be in chocolate heaven and so close to Christmas too! Not only am I sat enjoying a box of yummy Thorntons chocolate mints, but the considerate product designers have included instructions on what I should do with the packaging.

It's common knowledge that one of the problems with getting people to recycle is the lack of knowledge about whether something can be recycled. Indeed 48% of recyclers interviewed for WRAP's Barriers to Recycling study admitted to throwing things in the bin because they weren't sure what to do.

Which is why explicit instructions on consumer products is an absolute necessity.

So if you're the type of person who screams at products that whisper the words "Recyclable if facilities exist" with no hint of the materials used, you'll be inspired by Thorntons' range of chocolates that shout their credentials so loudly you'll no longer need a degree to work out your options.

Take the Mint Collection for example. The instructions explicitly state that the plastic used is 50% recycled PET, enabling consumers to check local facilities with confidence. The cushion pad that protects the chocolates can be recycled too, as it's just paper. I know that from simply reading the box. I didn't even have to tear it up to work it out.

How refreshing to find a product where there is no ambiguity over its core packaging. This is most definitely a worthy zero waste benchmark, especially as Thorntons are one of the few chocolate manufacturers to avoid wrapping their products in that annoyingly awkward film. Of course if I wanted to be picky, I would suggest an extra note for recycling the foil wrappers, but I'll be thankful for small mercies that things are moving in right direction.

And Thorntons aren't the only ones at it. It seems Nestle have been making an effort too, proudly announcing their kids' selection box now uses 40% less packaging than previous products and boasts clear instructions to recycle the plastic tray, which itself is made from 50% recycled PET (RPET) and 75% recycled board.


Yes I know it's cheaper and a more sensible zero waste option to pick your own selection and package them up yourself, but millions of people buy these things and even I remember the excitement over that special box at Christmas, so this feels like positive progress too.

But we can't forget that all these positive noises about recycling come at a time when the market for recyclables has taken a nose-dive. The good news is that WRAP has just launched a help service for local authorities that have concerns about their mounting piles of materials and their advice to the public is to keep recycling what packaging you can. I suppose these resources are just like stocks and shares. What's down one day is up the next and markets are still available for quality products, just as these chocolate boxes illustrate. Now that should inspire consumer confidence.

And talking about quality products...it's time to get back to that box of chocolates. Well this is The Rubbish Diet after all...but at least you know I'll be responsible with the empty box.

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