First-of-its-kind Quality Street rolls into Tesco
CONFECTIONERY giant Nestlé is set to launch a first-of-it-kind innovation for the Quality Street brand with its new paper tub format.
Rolling out exclusively as a trial to Tesco stores, more than 200,000 paper tubs will land in the supermarket’s shelves for the festive season ahead.
The trial marks another step on the brand’s ambition to reduce virgin plastic following on from the change to paper packs for the individually wrapped sweets.
Each paper tub features the signature Quality Street purple with an embellished gold foil with an integrated re-close feature to allow it to be securely closed once opened. Once finished, the pack can be put into the recycling.
Nestlé also confirmed the tub has been subjected to significant testing to ensure food quality and freshness while being transported and stored.
While the firm is trialling the new paper tubs in a bid to improve the brand’s sustainability credentials, consumers still looking the classic tin of Quality Street at Christmas won’t be disappointed as Nestlé has launched a new limited edition design for the 2024 festive season.
Jemma Handley, senior brand manager for Quality Street, said: “We’re looking forward to seeing what Quality Street fans make of the paper tub. A lot of care and hard work has gone into the trial and we’re proud to be the first major manufacturer to trial a paper tub at Christmas.
“The beautiful design has been devised specifically for a paper product and we love how it looks, and of course, shoppers can expect the same great tasting Quality Street sweets that they know and love inside.
“We know there are some Quality Street fans who, controversially, like to put their wrappers back in the tub once they’ve eaten them – with the paper tub, they can put the paper wrappers back for a good reason – it can go straight into the recycling.”
Cheryl Allan, head of sustainability – confectionery Europe at Nestlé, said: “The Quality Street paper tub is an exciting innovation that we’re really proud of here at Nestlé Confectionery.
“We’re committed to making our packaging more sustainable, keeping in mind the changing needs of shoppers and advancements in technology.
“Of course, with all potential packaging changes, we want to get it right, so this trial will bring us valuable information to inform our next steps as we keep pushing to reduce our use of virgin plastic.”
