Mars Wrigley reinforces recyclability focus with paper chocolate bar wrapper trials in UK

31 May 2023 --- Mars is trialing recyclable paper packaging for its candy bars in 500 Tesco stores across the UK since last Monday. In a “UK-first,” the food giant’s pilot test aims to evaluate the viability of alternative packaging materials from its typical plastic wrappers. 

The move comes after the company achieved carbon neutrality for the first time this year through carbon credits and emission reductions. It will observe consumers’ responses to the paper wrapper and plan accordingly on expansions. 

As conventional plastic wrappers cannot be conventionally recycled, Mars explains that the paper wrapper makes the bars’ packaging more environmentally friendly. The company is investing “hundreds of millions of pounds” to ensure it meets its goal of reducing the use of virgin plastics by a third in the short term. 

“With our Mars bar pilot project, we are taking a big step to see how paper-based packaging works in everyday life. From the test, we will derive insights for our sustainable packaging strategy,” says Adam Grant, general manager at Mars Wrigley UK. 

“While challenges may impact progress toward our vision, we are committed to scaling up viable solutions where recycling options exist and to test, learn, partner and advocate where they don’t.”

From plastic to paper
Mars Wrigley Australia initially announced in November that its paper-based wrappers for Mars Bars, Snickers and Milky Way would be launched in April 2023.

“After extensive development work and investments, the trial will achieve a significant reduction in plastic on the physical Mars bar – a significant step in its journey to innovate toward its packaging commitments,” says the company. 

Mars chocolate bars in recyclable paper are being tested in Tesco stores. The wrappers are made easy to recycle and compatible with traditional curbside recycling. Once fully transitioned, Mars’ paper-based packaging is expected to eliminate more than 360 metric tons of plastic packaging from its value chain. 

“We are exploring different types of alternative packaging solutions for our confectionery products,” asserts Richard Sutherland-Moore, packaging expert at Mars Wrigley UK’s R&D center in Slough. 

“For Mars bar, the challenge was to find the right paper packaging solution with an adequate level of barrier properties to protect the chocolate while guaranteeing the food safety, quality and integrity of the product to prevent food waste.”

When the pilot ends, Mars says it will use what it has learned to inform other trials. 

Carbon neutrality
Mars is implementing various pilot projects this year. Its efforts include avoiding unnecessary packaging, using recyclable monomaterials, working with reusable packaging models and processing recycled material into new packaging.

The brand’s carbon neutrality status is “a first” for the company in the UK. The neutrality status was certified by SCS Global. The change would make 200 million bars annually carbon neutral in the UK, Ireland and Canada.

“When the target is recyclability, paper is 70-90% recycled – flexible plastics don’t stand a chance. Mars switching to paper is still another nail in the coffin for flexibles. Governments want to get income from recyclers, not provide them with grants to make a non-viable business solvent,” Paul Foulkes-Arellano, founder of Circuthon, previously told PackagingInsights regarding Mars switching its chocolate bars’ packaging to paper.

Edited by Sabine Waldeck