The Waste and Resources Action Programme has been working with a group of leading confectionery brands, manufacturers and retailers to support the delivery of this change across the sector, in order to deliver environmental and economic benefits.
WRAP special advisor Mark Barthel said: With significant packaging reductions achieved across a wide range of Easter eggs this year, its clear the industry is listening to customers and making changes that reduce the environmental impact of packaging, while helping customers to recycle more of it. They are also gaining the cost benefits of material savings and improvements in distribution efficiency.
Retailers have also been responding to increasing consumer pressure to reduce the amount of packaging used, with 59% of UK adults believing that Easter eggs are over-packaged, according to recent research by the Advisory Committee on Packaging.
Examples of Easter egg packaging reductions made this year by retailers and brands include:
* Cadbury UK delivering a 25% reduction in packaging;
* Thorntons a 22% reduction in packaging; and
* Nestle an 80% reduction in packaging.