Chocolate Industry

Nestlé launches new Easter range with less packaging

Nestlé is shaking up the perception of bigger is more by designing a new Easter range packaged without hard plastics.

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The new range includes favorite Australian brands, such as KitKat, Milkybar, Allen’s Retro Party Mix, Allen’s Freckles and Allen’s Mini Chocolate Raspberries and is available now for $10.

Using 50% less waste, the new range eliminates the need for the traditional hard plastic used in many Easter egg cartons and all packaged in a 100% recyclable box.

Nestlé packaging also features the Australasian recycling label to help people know which bin to put it in, as Australians are largely unaware of their normal recycling habits.


It comes after research by Nestlé found that just 1 in 4 Australians admitted to separating Easter egg packaging for recycling, compared to the rest of the year, when 62% pledged to sort their recycling.

It also revealed that while 90% of Australians notice the amount of food packaging and half look for less packaging at Easter, only 5% of Australians see the amount of packaging waste as an important factor when shopping. buying Easter eggs.

While nearly half of respondents were drawn to the larger box of Easter eggs, a close look at the shelves showed that a bigger wrapper doesn’t necessarily mean a bigger egg.

easter range nest


Nestlé packaging accounts for only around 19% of its Easter boxes, compared to around 41% of packaging weight for Australia’s five best-selling boxed Easter eggs of similar net weight, meaning Australians receive far less packaging with their canned eggs.

Jenni Downes, sustainability expert and researcher at the Monash Sustainable Development Institute, explained that on special occasions like Easter, many Australians continue to be drawn to larger packaging, whether consciously or unconsciously.

“Nestlé’s work in taking such a ‘counter-cultural’ step in the absence of an industry-wide commitment to do the same is both a courageous and necessary move,” said Jenni.

easter range nest


Sustainability Director Margaret Stuart added: “We want to break the mold that says a bigger packet means a bigger egg. Using less packaging meant carefully considering every detail so we could deliver our Easter eggs in a fully recyclable box. »

“Across Nestlé, we are working to make all our packaging recyclable or reusable and to reduce our use of virgin plastic by a third by 2025, so getting the details right is key. We need to be innovative .

“Easter, which sees a significant increase in chocolate gift purchases, is a key time to shake up the category and start a conversation around packaging.”