Nestlé — paper tubs for Quality Street (trial & consumer reaction)

Nestlé trialed paper tubs for Quality Street in select stores, signaling a large-scale brand's labour in replacing plastic with paper alternatives while preserving the premium look and reclose functionality. The trial showed that packaging changes must address emotional attachment consumers have to existing formats (the “keepsake tub” effect) and the importance of ensuring design and functionality meet expectations. 

Lesson: When converting iconic packaging to sustainable alternatives, run staged trials, include both old/new formats on shelf, and gather direct consumer feedback—functionality (reclose), perceived luxury and tradition matter as much as sustainability.

Mars Wrigley & material innovation (industry examples)

Mars Wrigley and other large confectionery groups are investing in recyclable mono-material flow-wraps and paper solutions. Partnerships with converters and packaging innovators aim to migrate commonly used laminates to structures compatible with existing recycling streams.

Lesson: Supply chain collaboration (brand + converter + retailer) is key to develop industrially feasible recyclable alternatives—isolated R&D will struggle without coordinated collection and processing.

Smart packaging pilots — QR for provenance & limited edition engagement

Several premium chocolatiers and boutique Confectionery Packaging have added QR codes that unlock maker stories, batch traceability and AR experiences. Smart packaging also enables limited edition drops and direct DTC re-engagement.

Lesson: Smart tags increase perceived value when they give genuinely interesting content (chef notes, origins, pairing suggestions), not just the nutrition panel.

Sourcing & supplier selection

Choose packaging suppliers with transparent supply chains. For paper, check FSC/PEFC certifications; for recycled plastics, request PCR (post-consumer recycled) content certificates. Engage in co-development projects with converters and test materials under real distribution conditions.

Machinery & line change considerations

Shifting materials may require adjustments to form-fill-seal, flow-wrap, and cartoning equipment (temperature, dwell time, sealing pressure). Budget for validation, trial runs, and potential speed reductions during rollouts.

Life-cycle thinking & LCAs

Perform Life Cycle Assessments (LCAs) when considering material switches; sometimes a heavier paperboard solution can have higher transport emissions than a lightweight recyclable film, depending on the logistics footprint. Regulatory bodies and retailers increasingly expect LCA-backed claims.

Recycling & EPR compliance

Plan for regulatory compliance in priority markets (EPR fees, labeling requirements) and consider takeback programmes or partnerships that improve the end-of-life outcome for packaging.

Actionable takeaway: pilot new materials in a single SKU/market first; validate on packaging lines and through the entire supply chain before scaling.