Waitrose slashes Easter egg packaging as consumer demand for reduced plastic rises

03 Feb 2023 --- Waitrose has reduced its packaging for this year’s Easter confectionery range, cutting its overall packaging weight by almost 20% and saving close to one metric ton of plastic going to landfill.

“Our previous lines used to feature plastic windows, but these have now been replaced by cardboard and foil packing across nearly the entirety of our own-label range. This has enabled us to reduce our overall packaging weight, cutting out nearly one metric ton of plastic,” Christina Capellaro, packing development manager at Waitrose, tells PackagingInsights. 

The retailer has also stopped using plastic trays for nearly all of its Easter confectionery. Sarah Breadmore, confectionery product developer, adds: “This is truly our most exciting Easter range to date, not just because of the delicious, innovative products but because of the incredible work that has gone into reducing our use of plastic.” 

Waitrose also says that all its Easter 2023 brand confectionery packaging is recyclable. Compared to last year, the retailer has reduced its overall packaging weight by 3.25 metric tons (19.68%), of which 0.84 metric tons is plastic.

Fragile Easter eggs
Capellaro explains that the fragility of Easter eggs poses a challenge in reducing packaging. “Easter eggs are very fragile, and the main benefit of plastic was that it was shock absorbent and could prevent them from breaking. We’ve overcome this by using solid cardboard packaging and including a cardboard tray to help the egg stay upright.”

Waitrose’s Take it Slow Boe Easter egg. “This is a big step in our commitment to remove unnecessary packaging and we look forward to making even more changes in the future,” adds Breadmore. 

“I am excited to introduce new characters Take it Slow Boe and Hip Hop Harry and our brand new range of Ribbon Eggs in three different flavors. All of these tasty treats have been made using fairtrade cocoa and the packaging is plastic window and tray free.”

Following consumer demands 
Breadmore says the move has been driven by the retailer’s “long-standing commitment” to reduce unnecessary plastic and make sure that all its own-brand packaging is easily recyclable, reusable or home compostable by 2023.”

Capellaro highlights that Waitrose is acting according to consumer interests, as it is “clear that customers are also trying to cut down on plastic packaging, and we're working hard to support them on this – with our Easter eggs being just one example.”

Wider commitments
Waitrose also pledged that all its own-brand packaging would be reusable, made from widely recyclable or home-compostable material by 2023. “We’re making good progress, with 86% of packaging now meeting this goal,” says Capellaro.

“We’ve long been focused on reducing packaging. Since 2009, we’ve reduced our total own-brand packaging by almost 45% – including the removal of many plastic items.”

In 2017, Waitrose refocused its campaign to specifically cut down on plastics. Since then, it has reduced plastic in its own-brand packaging by a further 8.1%.

“Based on the success of removing non-essential hard plastics, we're now upping our focus on removing soft plastics. Although these are lighter (so will reflect smaller percentages of our total), we’re still seeing great improvements,” concludes Capellaro.

By Natalie Schwertheim