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As we reported in News in Brief yesterday, Cadbury has launched a range of Easter 'eco-eggs', so called as they are only packaged in foil rather than in the usual elaborate plastic and cardboard boxes. For transportation to the stores they're put on PVC trays with a cardboard surround (about ten in each tray). The Treasure Egg, which is the official name of the 'eco-egg', comes with a choice of three different contents: Mini Eggs, Mini Dairy Milks and Mini Caramel Chocolates. They will all be packaged in 20 per cent less packaging than the standard Cadbury Easter eggs.
The case against:
Last year Cadbury's sold more than 33 million Easter eggs and it's been reported that Cadbury expects that just over 1.5 million of those will be 'eco-eggs' this year. It's an effort, but if say, 50 per cent of these were packaged in a fifth of the usual packaging (closer to 17 million eggs), then we'd consider it to be a substantial, sincere move to make the purple company greener. Creating a new range of environmentally friendly Easter eggs seems like a bit of a PR stunt -- especially as the 'eco-part' only touches one aspect of the product. What about using some organic ingredients? Using recycled packaging? Encouraging chocolate egg eaters to recycle the foil? And anyway, why should Easter eggs be packaged like Cadbury's standard eggs in the first place?
The defence:
By packaging The Treasure Eggs in foil rather than Cadbury's standard packaging, Cadbury can reduce its plastic packaging by 75 per cent and cardboard packaging by 65 per cent. The initiative is part of Cadbury's environmental strategy Purple Goes Green, which pledges to reduce its net carbon emissions by 50 per cent by 2020. Besides the new 'eco-egg' range, Cadbury's will also reduce Easter egg packaging in general, which means that the choc company should save 1,130 tonnes of packaging this Easter.
What we think:
We know part of the Easter egg appeal is the big, decorative packaging, but we do think it's normally OTT anyway and while we welcome Cadbury's decision to cut down on its packaging, this is just a start. And not a particularly big one. Also, we do think it's a bit rich calling The Treasure Egg an 'eco-egg' just because it's packaged in foil rather than plastic and cardboard.
What do you think? Is cutting down on packaging enough to call The Treasure Egg an 'eco-egg'? Is purple turning green for you? Leave us a comment below and let us know your thoughts on this.
19 February 2008 01:13pm
eco schmeco! I secretly really like Dairy Milk bars and a whole load of other non-organic chocs, but if Cadbury is badging this up as an eco egg, it should clearly be organic
cutting down on the packaging, however, is clearly A Good Thing
19 February 2008 05:20pm
How can this be eco if it uses PVC. this is a very nasty plastic to make and difficult to recycle. In most parts of Europe let alone the UK PVC is not recycled and is shunned by all eco companies. What a joke!! Another example of a big company pretending to be green. Surely they should make all the packaging easily to recycle and transport it by carbon neutral means at least.
25 February 2008 09:27am
I wonder how much will be wasted by breakages. Also, whether people will go for the minimalist packaging or if they prefer the large statement that boxes make. Some might feel like these eggs aren't worth the money. Not convinced to be honest, but it's a positive step and I hope it works.
25 February 2008 11:59am
I also love cadburys but feel that they cant call this an eco egg just because they dont use packaging. I do however think this is a start
27 February 2008 06:17pm
I know we shouldn't be entirely disappointed and perhaps should encourage Cadbury to continue in the right direction - but you just wish for once a big confectionary manufacturer like this would be the one to take a stand and put the competition to shame... We, Cadbury, hereby decree that never again shall any of our Easter eggs be an appalling waste of resources and vastly overpriced as a result... maybe next year..?
04 March 2008 02:20am
This is just another marketing ploy in my opinion. A clear case of Cadbury, like Nestle with it's 'fair trade' coffee, jumping on the 'green' wagon simply to gain more sales from too easily fooled consumers.
Even if the eggs were packaged in recyclable paper and nothing else, the word 'eco' doesn't just mean packaging - it also indicates ethical and sustainable practise, neither of which apply to this product.
A real eco egg would be made of 100% organic and certified fairtrade chocolate using at least 70% recyclable packaging, display and transport materials.
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