Marks & Spencer (M&S) is set to trial its best-selling vanilla fudge bar in a brand new packaging. It is making the transition to paper packaging as part of a new trial, in efforts to reduce the use of plastic and enhance recyclability.
The move addresses the growing importance of sustainability, making it easier for customers to recycle the product’s packaging. While maintaining the product’s indulgent quality, the switch to paper packaging will eliminate 1.4 million units of plastic from M&S ’s operations over the next 12 months. Additionally, other items in the range, such as Otter bars, will also feature paper packaging in the trial.
The retailer explained that the decision to switch to paper was driven by customer feedback. Shoppers have expressed concerns about the use of plastic packaging, prompting M&S to explore more sustainable alternatives. As part of its broader sustainability initiative, the company has already introduced other paper-packaged products. Earlier this month, M&S unveiled cardboard boxes for its perfectly ripe twin avocado packs and ripe avocado lines.
Reports suggest that the retailer is making significant strides in its plastic reduction efforts. It has met its target to remove 75 million plastic units in 2024/2025 ahead of schedule. Looking ahead, M&S has committed to eliminating one million plastic units by the end of 2027/2028. As part of its roadmap to achieve net-zero emissions by 2040, the company plans to remove 500 million units of plastic by the end of March this year alone.
Lucinda Langton, head of sustainability at M&S Food, said: “At M&S, we know our customers care deeply about reducing plastic packaging, and we’re committed to doing the right thing by finding packaging alternatives for our products. By making sure our products are in packaging which is as easy to recycle as possible, we are giving our customers the confidence that they can make more sustainable choices when shopping with us. This is also a key part of our plan A roadmap to net zero, which will help us to meet our plastic reduction targets.”
Other big UK supermarkets, such as Tesco, Lidl, and Sainsbury’s, have also begun introducing paper-packaged items in a bid to reinforce the importance of recycling. M&S’s move towards paper packaging for its Vanilla Fudge Bar and other products is a notable step in the company’s efforts to make its operations more environmentally friendly. As customers become increasingly mindful of sustainability, M&S’s approach to reducing plastic usage sets a positive example for other retailers to follow.
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