Quality Street drops paper tubs: Overview
- Nestlé will not trial the Quality Street paper tub this year
- The confectionery giant is refining packaging using previous trial learnings
- Quality Street launched the world’s first major confectionery paper tub
- The recyclable paper tub featured premium design and gold foil
- Nestlé says the paper tub could return at greater scale
Nestlé’s turning its back on sustainable tubs. At least, for now.
The confectionery giant made the bold decision to switch its Quality Street tubs from plastic to paper back in 2024. Now, it’s making the even bolder decision to switch back.
However, it may not be plastic again for long.
“We won’t be trialling our Quality Street paper tub this year,” said a Nestlé spokesperson. “We’re using our experience from 2024 and 2025 to make further developments. Watch this space as we continue to explore its role with the ambition to bring it back on a bigger scale in the future.”
World first
The ‘first of its kind’ tub was trialled in the UK, with Quality Street announcing that “a lot of care and hard work” had gone into the creation of the packaging and it was “proud” to be the first major manufacturer to make such a move.
The tub was described as having “a luxurious design and feel” and embellished with gold foil. And, most importantly, once used could go in the recycling bin.
The move formed part of Nestlé’s broader efforts to reduce virgin plastic use across its packaging portfolio and respond to growing consumer demand for more sustainable formats.
Such was the success of the trial that Mondelēz International followed suit the following year, launching the first Cadbury Heroes paper tub in time for Christmas 2025.
Trial paused
While Nestlé has not disclosed the specific reasons behind its decision, the company’s comments suggest it’s working through the practical challenges of bringing paper-based tubs to market at scale.
Paper packaging can present hurdles around durability, production efficiency, cost and supply chain integration, particularly for seasonal products, which experience significant spikes in demand.
The future of sustainable packaging
Rather than signalling a retreat from sustainability, Nestlé’s decision appears to reflect a pause for further development.
For the wider confectionery sector, the move serves as a reminder that packaging innovation is rarely a straight line.
Trials, refinements and temporary setbacks are often part of the process as manufacturers work towards more sustainable packaging solutions that can be successfully commercialised.
