Cadbury’s iconic purple packaging goes green with 80% recycled plastic

Mondelēz International is making a major change to its iconic purple Cadbury packaging by switching to 80 percent certified recycled plastic across its UK and Ireland sharing bar range.

This bold move, already hitting shelves, represents one of the most significant packaging updates in the brand’s history. It will reportedly transform the wrappers of around 300 million bars each year, including favourites such as Cadbury Dairy Milk, Fruit & Nut, and Caramel, wrapping them in more sustainable materials while preserving their familiar look and beloved taste.

“We’re so proud to be taking this big next step with Cadbury,” said Joanna Dias, Mondelez UK’s Sustainability Lead. “We know that sustainability is important to consumers, so by moving to 80 percent certified recycled plastic  – and wrapping more than 300 million bars this year – we’re not only helping to give flexible plastic a second life, but also helping Cadbury fans enjoy their favourite snacks, knowing they’re doing something positive for the planet.”

Advanced recycling technology

The new packaging relies on advanced recycling technology that converts used plastic back into food-grade flexible film. While the wrappers are not made entirely from recycled plastic, Cadbury is using a mass balance approach certified by the International Sustainability and Carbon Certification (ISCC). This ensures an annual allocation of 600 tonnes of post-consumer recycled plastic, the equivalent weight of 40 double-decker buses.

This move forms a key part of Mondelēz International’s global “Pack Light and Right” strategy, which is focused on dramatically reducing virgin plastic use while increasing recycled content across its brands.

The first bars to feature the new packaging include Cadbury Dairy Milk Caramel 120g, Fruit and Nut 180g, and Dairy Milk 360g, with the company targeting full adoption across all sharing bars in the UK and Ireland by the end of 2025.