Mondelēz International announced that Cadbury Dairy Milk made in Bournville and sold in the UK and Ireland is to be made with packaging containing up to 30% recycled plastic.

Cadbury, the UK’s biggest food brand, will roll out the packaging innovation on more than 28 million sharing bars in 2022.

It is part of a broader global commitment by the business to reduce the use of virgin plastic material in its overall plastic packaging portfolio by 5% by 2025, assuming a constant portfolio mix.

Mondelēz International uses 75% recycled plastic (RPET) content in its Dairylea Lunchables and Snackers packaging in the UK. It will also begin using recycled plastic in its Philadelphia tubs and lids from next year.

It invests over £21 million a year across the globe in technology, resources and recycling infrastructure and anticipates an acceleration in this investment over time. By 2025 it will aim to have invested over £215m in helping to create a more sustainable future for plastics.

“This next step in our journey to reduce our use of virgin plastic in our iconic Cadbury range is a really important one, which I am very proud of,” said Louise Stigant, UK managing director, Mondelēz International.

“We are committed to reducing waste and closing the loop on the packaging – keeping valuable materials within the economy and out of the environment. Our increased use of recycled plastic will drive demand for this material and reduce our need to produce new, virgin plastic.”

Earlier this year, Mondelēz International joined forces with retailers and other FMCG leaders to finance and launch the Flexible Plastics Fund. The fund is designed to drive up UK recycling rates of flexible plastic through front-of-store collections initially, with the longer-term aim to include this material within UK household collections. Mondelēz International is also a member of the UK Plastics Pact and a signatory of the Ellen MacArthur Foundation’s New Plastic Economy Global Commitment.

Marcus Gover, chief executive officer at WRAP, which leads the UK Plastic Pact, said, “Action is urgently needed to address the complex challenges around plastic bags and wrapping, which represents nearly a quarter of all UK consumer plastic packaging. Moves towards recycled content are important in reducing the demand on natural resources, and I am pleased Mondelez International will include recycled plastic from next year on this household brand as part of its work toward the UK Plastic Pact targets.”

Rebecca Pow, Minister for the Environment, said, “I am pleased to see Mondelēz International taking this step as we all work together to tackle plastic pollution. Our landmark waste reforms, including making companies more responsible for their packaging, and our plans for a world-leading plastic packaging tax, coupled with real action from industry, mean we are finally turning the tide on plastic waste.”