Nestle’s move to ‘break the mould’ at Easter

The maker behind some of the most popular Aussie sweets is setting out to dispel the myth that bigger is better.

The brand behind popular chocolates, such as KitKat and Milkybar, is shaking up the bigger is better perception with its new Easter range.

Nestle found Aussies largely disregard their normal recycling habits during Easter.

Just one in four said they separated out Easter egg packaging for recycling compared to the rest of the year.

So the confectioner set out to tackle the packaging pollution issue.

It has transformed the packaging around its Aussie favourites such as KitKat, Allen’s lollies and Milkybar Easter boxes.

Instead of the traditional, rigid plastic used in many Easter egg boxes, Nestle’s range is now all packed in a 100 per cent recyclable box.

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The new boxes which are fully recyclable. Picture: Supplied

Nestle is shaking up its Easter packaging. Picture: Supplied

Nearly half of people surveyed by Nestle said they were drawn to the biggest Easter egg box while just 5 per cent considered the amount of packaging waste as an important factor when purchasing Easter eggs.

Nestle’s director of sustainability Margaret Stuart said the company wanted to “break the mould” that a bigger pack means a bigger egg.

“Using less packaging meant carefully considering every detail so we could deliver our Easter eggs in a fully recyclable box,” she said.

“Across Nestle, we are working to make all our packaging recyclable or reusable and reduce our virgin plastic use by a third by 2025, so getting the details right is critical. We need to be innovative.

“Easter, which sees a significant increase in chocolate gifting purchases, is a key time to shake up the category and start a conversation around packaging.”

Nestle is trying to shatter the idea that bigger is better with Easter packaging. Picture: Supplied

The company is working hard to make its packaging recyclable or reusable. Picture: Supplied

Sustainability expert at the Monash Sustainable Development Institute Jenni Downes said it was natural people were drawn to the biggest pack on the shelf, but packaging did need to change.

“On special occasions like Easter, many Australians continue to be attracted to bigger packaging – either consciously or unconsciously,” she said.

“The work by Nestle in taking such a counter cultural step in the absence of an industry-wide commitment to do the same is both a brave and needed move.”

The Nestle packaging is clocking around just 19 per cent of the weight, compared to its competitors that sit around 41 per cent packaging for the five top-selling boxed Easter eggs of similar net weight in Australia, it said.

The new range also uses 50 per cert less packaging weight, it claimed.

The new Easter range includes Allen’s Retro Party Mix, Allen’s Freckles and Allen’s Mini Chocolate Raspberries.

Originally published as Nestle’s move to ‘break the mould’ at Easter