Nestle has launched a new Easter range that it says eliminates any unnecessary plastic and boasts 50 per cent less packaging weight, compared to the average weight of the five top-selling boxed Easter eggs.
A demonstration of Nestle’s commitment to sustainability and waste reduction, the Nestle Easter boxes are packaged in 100 per cent recyclable material including cartonboard packaging, and minimal soft plastic and aluminium foil, which eliminates the plastic holders used by many competitor brands.
The range is also the first to be made in Australia in 12 years, with the Easter caskets featuring Milky Bar, KitKat, Scorched Almond Bites, Allen’s Retro Party Mix, Allen’s Freckles and Allen Mini Chocolate Raspberries.
“We want to break the mould that says 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,” said Margaret Stuart, Nestle’s director of sustainability.
“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.”
New research by Nestle reveals that despite 90 per cent of Australians noticing the amount of food packaging and half (54 per cent) looking for less packaging this Easter, just five per cent of Aussies consider the amount of packaging waste as an important factor when purchasing Easter eggs.
While nearly half of respondents (49 per cent) are drawn to the biggest Easter egg box, a careful look at the shelves shows that bigger packaging doesn’t necessarily mean a bigger sized egg.
Only one in four Aussies (22 per cent) admit to separating out Easter egg packaging for recycling, compared to the rest of the year, when 62 per cent commit to sorting their recycling.
Nestle packaging also features the Australasian Recycling Label to help people know what bin to put it in.
Jenni Downes, sustainability expert and research fellow at Monash Sustainable Development Institute, reveals why we are drawn to the biggest pack on the shelf, and the importance of making changes to product packaging.
“On special occasions like Easter, many Australians continue to be attracted to bigger packaging – either consciously or unconsciously,” she explained.
“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. It is exciting to see such a holistic approach taken by a private business, on the strength of its own sustainability commitments.”
Nestle’s new Easter range is now available at all major retailers across Australia for RRP $10.
