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Easter chocolate brands slash waste with recyclable packaging and clever twists

From cardboard handles to cacao-husk shells, chocolate giants are reinventing Easter packaging. But will it change how we recycle—and hunt—for eggs?

,   and  Administrator
2 min read
The image shows three decorated eggs sitting on top of a table covered with a cloth, with a bowl...
The image shows three decorated eggs sitting on top of a table covered with a cloth, with a bowl and other objects placed beside them.

Easter chocolate brands slash waste with recyclable packaging and clever twists

Easter chocolate brands are making changes to reduce waste and improve recyclability this year. Cadbury has updated its packaging with more recycled materials, while other companies are introducing eco-friendly designs and interactive experiences.

A recent survey shows many shoppers now consider sustainability when choosing Easter eggs, pushing brands to rethink their approach to packaging and consumer engagement.

Cadbury has rolled out new packaging for its Easter products, with wrappers now containing 80% certified recycled plastic. The company sourced around 134 tonnes of post-consumer recycled (PCR) material for this year's range. Additionally, the Special Gesture Easter Egg box now features a recyclable cardboard handle instead of the previous ribbon.

Mondelez International, Cadbury's parent company, has committed to using 400 tonnes of PCR annually for its Easter packaging. Partnering with Amcor, the brand has also integrated 65% recycled plastic into Mini Eggs packets. Amcor's AmFiniti Recycled Content technology helps ensure high-quality recycled materials, supporting a circular economy. Other brands are taking different approaches. Hotel Chocolat's Extra-Thick Easter Eggs come in a shell made from paper pulp and real cacao husks, designed for easy paper recycling. Cox & Co offers two eco-friendly options: the Bee Pollen & Honey and Miso & Caramel eggs in recyclable triple egg boxes, and the Aleppo Chilli & Cherry egg in a fully compostable paper pouch with a built-in handle. Beyond packaging, Lindt has launched a mixed-reality experience called Gold Bunny Hide & Seek. Consumers can join a virtual hunt for a chance to win discount codes or a year's supply of chocolate. Meanwhile, Cadbury worked with ad agency VCCP to create newsprint-style wrapping that disguises chocolate boxes as everyday items, adding a twist to traditional Easter egg hunts. A DS Smith survey found that 26% of consumers are unhappy with Easter packaging waste, and 22% now pick eggs based on recyclability. However, recycling habits still vary—while 89% recycle cardboard boxes, 36% throw foil into general waste, and 17% fail to recycle plastic packaging.

The shift towards sustainable Easter packaging reflects growing consumer demand for eco-friendly options. Brands like Cadbury, Hotel Chocolat, and Cox & Co are introducing recyclable materials, while Lindt and Cadbury are adding interactive elements to engage shoppers.

With more recycled content and innovative designs, this year's Easter products aim to cut waste and appeal to environmentally conscious buyers. The changes also highlight ongoing efforts to improve recycling rates and reduce plastic use in seasonal packaging.

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