Mondelēz International, Inc. has announced the launch of a new pilot in the UK which, via a QR code on pack, to provide consumers with information on the company’s sustainability initiatives, including recycling and mindful snacking to help consumers “snack right.”

By scanning the QR code on the outer packaging, consumers can access a new online platform ‘SnackingRight’ which provides information about the company’s global Snacking Made Right programmes, including its cocoa sourcing programme Cocoa Life, tips on mindful snacking and recycling information. The QR code will be piloted as part of the company’s on pack summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny products, with the Snacking Right platform continuing to include further brands, products and geographies in the future.

The platform also features the Recycle Now™ locator from WRAP – to help consumers find out what packaging materials are collected and recycled at nearby locations. This feature aims to increase consumer knowledge and drive behaviour change so that more packaging can be taken to the sites that manage recycling, rather than finishing its life in the environment.

This pilot is a global first for Mondelēz International and is being trialed in the UK as part of its ‘Pack Light and Right’ sustainability packaging strategy. The QR code approach leverages technology to provide consumers with important sustainability and well-being information without having to add multiple labels on pack physically.

Helen Bird, Head of Business Collaboration, WRAP said: “There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping. Last month more than half a million people visited the Recycle Now website to find their nearest collection points for this type of plastic and we are pleased to be working with Mondelēz International to pilot QR codes which link to the Recycle Now website. 

“Citizens play a critical role in the recycling chain, and it is imperative that businesses engage with them through a range of tactics if we are to meet UK Plastics Pact targets. Recycle Now is at the forefront of consumer insights on recycling behaviours, working with partners like Mondelēz International allows us to run direct-to-citizen campaigns, provide tools and develop behaviour change interventions to enable citizens to recycle more effectively. We look forward to seeing the results of the trial.”

Sandra Toivo, Senior Brand Manager for Cadbury multipacks said: “We know living a more sustainable and healthier lifestyle is important to our consumers but sometimes they do not feel they have the right information about the products they choose to do so. Through the SnackingRight platform we are testing new digital solutions to meet this consumer need. I’m looking forward to seeing the results of the pilot and hope that by working with WRAP and their Recycle Now™ locator we engage more consumers in recycling initiatives now and help form habits for the future.”

Mondelēz International is also a member of several leading initiatives that share a collective ambition to tackle the UK’s flexible plastic recycling infrastructure to enable a circular economy at heart – aiming to keep plastic within the economy and out of the environment. In 2021 the UK business co-founded the Flexible Plastic Fund, financing a £1 million fund focused on making flexible plastic recycling economically more viable for recyclers and easier for consumers through retailer collections.

Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk