Happy 'Eco' Easter

With just over a month to go until Easter, Easter eggs are now in store.

New this year, Cadbury has launched a range of eggs to appeal to UK consumers that are concerned about packaging, in line with the company's Purple Goes Green climate change commitments.

The world's largest confectionery company has unveiled a range of 'eco-eggs' called Cadbury Treasure Eggs, which rather than being sold in a box is simply foil wrapped. The Treasure Eggs represent a reduction of over 75% plastic and 65% less cardboard than previously used in standard eggs.

This Easter, the amount of plastic used will be reduced by 247 tonnes and cardboard by 115 tonnes, saving over 2,000 trees as a result. In total, as a result of the combination of launching the un-boxed Treasure eggs to avoid excessive packaging and reducing packaging on the standard eggs, Cadbury will save 1130 tonnes of packaging this Easter.

Total sales of Easter confectionery topped £245 million last year1 with Cadbury selling more Easter Eggs than any other confectioner - more than 33 million in 2007. The company is hoping that its more environmentally friendly Easter range will be a hit with consumers and retailers.

Jo Grice, Easter senior brand manager at Cadbury said: "Expanding our range of more eco-friendly seasonal products is part of our overall Purple Goes Green environmental strategy where we have pledged to reduce our environmental footprint by 50% through a number of measures, including reducing packaging." "Our new Easter range strikes the right balance between reducing packaging while still delivering an attractive product that consumers will enjoy giving and receiving this Easter."

Tesco Corporate Responsibility Director, Ruth Girardet commented:
"At Tesco we understand that reducing packaging is important to our customers and for the environment. The work Cadbury has done to reduce the packaging on their Easter Eggs is a good example of what can be achieved. The "Treasure Eggs" design has reduced PVC by 77% and cardboard by 65%. This makes Cadbury's new range of unboxed Easter eggs a great environmental choice. I will be buying my children unboxed "Egg heads" this year, which are for sale exclusively at Tesco!"

Mark Barthel from WRAP said:
"We are delighted to see Cadbury is reducing the packaging used in its Easter Eggs this year. It's good news for both the consumer and the environment but also Cadbury as a business, as cutting waste also means cutting costs. Cadbury signed up to the Courtauld Commitment last year which aims to reduce packaging so it's great to see that real action is being taken to help us realise our goals."