Cadbury drops trial to replace 70-year-old Roses tin with board
Cadbury is reported to have dropped trials of a cartonboard replacement for the much-loved Roses chocolate tin.
The confectionery giant began trials last November of a square cardboard pack that would replace the round 975g tin.
However, according to reports in retail trade title The Grocer, the trial has now been dropped after shoppers rejected the new-style packs.
Cadbury’s had been hoping to promote the cardboard packs as a more easily recyclable alternative that could save 200 tonnes of steel per year and 45% in packaging weight.
The trials for the tins, which first launched in 1938, took place in Tesco stores.
The Grocer said that the move proved that preference for a particular packaging format was often a more important factor than the pack’s environmental credentials in consumers’ choices.
Editor Adam Leyland said there could be "only one reason" why Cadbury is dropping the cartonboard format. "The shoppers didn't buy it," he said.
The ending of the trials also comes as the cartonboard industry faces severe difficulties in supplies of board, following a series of recent steep price rises and the extension of lead times on ordering board up to six months or more for some grades.
However, it is not clear whether this influenced Cadbury’s decision to drop the format.
Cadbury’s was unavailable for comment this morning.
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