Smarties switches to recyclable paper packaging

Smarties becomes the first global confectionery brand to switch to recyclable paper packaging.

NESTLÉ’S much loved Smarties brand will shortly be using recyclable paper packaging for its confectionery products worldwide.

This represents a transition of 90% of the Smarties range, as 10% was already packed in recyclable paper packaging.

The roll-out of the new material makes Smarties the first global confectionery brand to move to paper packaging, removing approximately 250m plastic packs sold worldwide every year.

The innovative new designs, which are being rolled out in Ireland this month, include sharing formats made from coated paper, paper labels or carton board, all produced from sustainably sourced and recyclable material.

Key sustainable packaging initiative

“Moving Smarties packaging to recyclable paper is one of our key sustainable packaging initiatives in the confectionery category,” explained Alexander von Maillot, Global Head of Confectionery at Nestlé.

“It is a further step in realising Nestlé’s ambition to make all of our packaging recyclable or reusable by 2025 and to reduce our use of virgin plastics by one third in the same period.”

Louise Barrett, Head of the Nestlé Confectionery Product Technology Centre in York, said: “Developing safe and convenient paper-based solutions for Smarties has required the pioneering of new materials and testing by Nestlé packaging experts at our R&D centre for confectionery in York and at the Swiss-based Institute of Packaging Sciences. We adapted our existing manufacturing lines to allow for the careful handling that is required for paper, while also ensuring recyclability across all new formats.”

An important step

Maria McKenna, Confectionery Marketing Manager, Nestlé Ireland, said: “We’re delighted to be rolling out this innovative packaging across our Smarties range in Ireland. The launch of the Smarties sharing block in a recyclable paper wrapper last year was an important step forward in the overall packaging transition. Now Smarties blocks have also been relaunched with a brand new, playful mould. Available in milk chocolate featuring mini Smarties enveloped in delicious smooth milk or orange-flavoured chocolate, it’s Smarties reimagined!”

A new advertising campaign for Smarties will also see the brand supported across TV, digital & social media with a full suite of POS material available to support in-store displays. Other recent actions Nestlé have announced to introduce alternative and recyclable packaging materials include:

• Investing up to CHF 2 billion (€1.8 billion) to lead the shift from virgin plastics to food-grade recycled plastics and to accelerate the development of sustainable packaging solutions. • Signing up to the European Plastics Pact. The Pact will help

Nestlé achieve 100% recyclable or reusable packaging and reduce the use of virgin plastics by one third by 2025.

• Creating an Institute of Packaging Sciences to evaluate and develop various sustainable packaging materials and to collaborate with industrial partners to develop new packaging materials and solutions.

• The whole range of Buxton Natural Mineral Water will be made from 100% recycled plastic (rPET), while remaining 100% recyclable, by the end of 2021.

Smarties blocks have been relaunched with a brand new, playful mould, featuring mini Smarties enveloped in delicious smooth milk or orange flavoured chocolate. Smarties’ move to paper packaging will remove approximately 250m plastic packs sold worldwide every year.