A lot of corporations have started to make changes in their branding and product design in a bit to be more environmentally friendly. Quality Street is now joining these companies, as it lets go of a unique design feature of its sweets which has been part of its identity for decades: the wrappers.
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As reported byThe Guardian, Quality Street intends to move away from using plastic wrappers and switch to recyclable paper.
This switch is projected to keep 2 billion wrappers a year out of landfill.
Quality Street’s new wrappers
Quality Street chocolates were first introduced in 1936 by Harold Mackintosh. This is not the first time that the company has changed the material of its wrappers. Earlier, in 2008, the company had changed the material of its wrapper to compostable cellulose, but found that these also ended up in bins and landfills.
The company’s new wrapping paper is covered with a specially created vegetable-based coating which would keep the chocolates fresh while being easy to recycle.
The coloured wrappers were a part of Quality Street’s identity
As per The Sun, the new wrappers should be in stores in the following weeks.
The report quotes Alex Hutchinson, chocolate historian, as saying,
It’s a huge deal. And it’s a bit sad.
Because when Harold Mackintosh originally launched Quality Street he specifically designed it to be an explosion of colour, different flavours, different shapes. The wrapping was absolutely key.
As per the report, the new wrappers will still have the distinctive bright colours associated with Quality Street.
According to Cheryl Allen, Nestle’s head of sustainability,
We know that opening the lid and seeing ‘the jewels’, as we call them, is really important.
We think we’ve done a really good job with the redesign, and feel confident that people will respond positively
Sources used:
The Guardian: ‘Quality Street axes plastic wrappers for recyclable paper’
The Sun: ‘ THAT'S A WRAP Quality Street axes iconic brightly coloured plastic wrappers on its famous chocolates after 86 years’
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