Mondelēz offers global first with QR pack codes on sustainability initiatives
Mondelēz International is delivering a global first for the brand within the UK with its latest venture, displaying QR codes on its confectionery packs, providing information on its sustainability initiatives, reports Neill Barston.
The company confirmed that it will offer details on its recycling schemes, as well as on its mindful snacking to help consumers enjoy a balanced range of treats.
By scanning the QR code on the outer packaging, consumers can access a new online platform ‘Snacking Right’ which provides information about the company’s global Snacking Made Right program, including recycling information, tips on mindful snacking and its cocoa sourcing program Cocoa Life.
The QR code will be piloted as part of our 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.
“There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping,” said Helen Bird, Head of Business Collaboration, WRAP. “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.”
“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,” said Sandra Toivo, Senior Brand Manager for Cadbury multipacks. “Through the Snacking Right 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.”
“We are 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.”